Video: The a2 Milk Story, Spring Dance

Brands hoping to capture market share from consumers with sensitivities to traditional dairy must embrace an effective messaging strategy consistent with their brand.

The a2 Milk Co. combined education, nostalgia, humor and sentimentality in its feel-good "Spring Dance" video. Capturing the challenges faced by many consumers with dairy sensitivities, the marketing piece weaves the anecdotal with real-life, presenting a2 Milk as a viable solution to a problem many brands shy from discussing.

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