MILKING IT

Lactaid’s new campaign from Alchemy, an independent division of Lowe, has a message for lactose-intolerant adults and children who “miss milk”: Lactaid can help satisfy that need.

Two print ads that broke this month feature an adult and a child with dotted lines over their mouths where their “milk mustaches” ought to be, beneath the line, “Miss milk?” (The line, of course, is a nod to the famous “Got milk?” line created by Goodby, Silverstein & Partners for the California Milk Processor Board; the Lactaid ads were approved by the CMPB and the National Fluid Milk Processing Promotions Board.)

Copy then describes how lactose-intolerant folks can still enjoy milk by drinking Lactaid, which is “real milk” that is lactose-free so it goes easy on people’s stomachs.