taste worth crying over

People know a2 Milk as a milk that’s good for digestion, and that is true. But a2 is so much more than that — it’s a silky smooth milk that tastes delicious. So we moved away from digestion messaging, instead focusing on the rich velvety taste.

We reinvented the pour shot and turned it into a spill shot, showing our beautiful milk in a creative new way. When the milk spilled, tears were shed. The taste was, in fact, worth crying over.

Client: a2 Milk
Agency: The Escape Pod
Copywriter: Lauren Sitterly (me) Art Director: Krista Stanley Creative Director: Ryan Dickey ECD: Derek Sherman

Even in lower funnel, where digestion messaging was important, we still managed to capture the beautiful taste of a2 with spills you could cry over.

We developed a style guide to solidify the tone of voice and visual style for the campaign.