Fast-growing Australia-based a2 Milk Company taps The Escape Pod to transform the way Americans consume dairy
The a2 Milk Company announced today that it has named independent agency The Escape Pod its creative and media agency of record. Currently the number one branded milk in Australia and distributed in five countries globally, the a2 Milk CompanyTM is aiming to disrupt the U.S. dairy category with real cows’ milk that is naturally easy to digest. As integrated AOR for The a2 Milk Company, The Escape Pod will be responsible for creative, media, experiential, and in-store marketing initiatives.
The a2 Milk Company will debut its new campaign regionally, “Love Milk Again,” across TV, radio, digital and a mobile tour on April 26, 2017. Targeting consumers who believe they may be lactose intolerant, the anthemic spots showcase real people who are finally able to drink real milk again thanks to absence of the A1 protein proven to cause digestive discomfort.
“Digestive problems associated with drinking milk pose a massive barrier to consumption. One in four Americans say that they have issues digesting milk. 75 million Americans think they are lactose intolerant. The problem is that a significant portion of these people are actually misdiagnosing themselves as lactose intolerant, and therefore unnecessarily missing out on the unique nutrition and taste of real dairy milk,” said Blake Waltrip, CEO of the U.S. region of The a2 Milk Company.
Founded in New Zealand in 2000, The a2 Milk Company was started based on groundbreaking research that uncovered an important linkage between certain milk proteins and digestive issues. The research found that cows’ milk contains two kinds of proteins: A1 and A2. Only the A1 beta-casein protein has been proven to cause indigestion and discomfort typically associated with drinking milk. The a2 Milk Company holds a series of interlocking patents for determining, by a simple hair test, which cows produce A1 or A2 protein in their milk and the beneficial impact of the A2 protein. The company produces milk made exclusively by a2 cows, providing a real milk alternative that is naturally easy to digest.
“We are excited to partner with The Escape Pod to help transform the way Americans consume dairy. They are masters at launching new products and working with innovative brands to disrupt established categories. Our experience from Australia shows that The a2 Milk Company can bring people in the U.S. back to dairy. No longer do they have to settle for plant-based alternatives or inferior tasting products. With a2 Milk, they can enjoy the great taste of real cows’ milk once more,” said Blake Waltrip, CEO of the U.S. region of a2 Milk Company.
After dominating the Australian market as the number one branded milk brand with 80% loyalty, The a2 Milk Company experienced significant growth globally in New Zealand, China and the United Kingdom. Now the company is focused on expanding its U.S. footprint. The a2 Milk Company has established a presence in California, Colorado, and now in the Southeast.
“a2 Milk is a brand that will positively impact the lives of millions of Americans in a fundamentally important way. It’s got a great future ahead of it and we at The Escape Pod couldn’t be happier to bring their brand proposition to life in the most dramatic and impactful manner possible. And they’re based in Boulder, which is just cool,” said Vinny Warren, Executive Creative Director and Co-founder, The Escape Pod.
About The a2 Milk Company
Founded in 2000 by Dr. Corran McLachlan, The a2 Milk Company™ is a global business headquartered in Australia, pioneering dairy products naturally free from the A1 protein, the only natural alternative for those with sensitivity to conventional cows' milk. McLachlan founded the company based on an amazing scientific discovery that cows produce different milk proteins that affect people differently. He learned that many people who had discomfort after drinking ordinary cows' milk were able to drink a2 Milk® comfortably. Supported by an integrated portfolio of intellectual property and a comprehensive body of scientific evidence, The a2 Milk Company has redefined the dairy industry for over 15 years. For more information, visit www.a2milk.com and find the a2 Milk® brand on Twitter, Facebook, and Instagram.