In a highly overcrowded beverage market, milk has continued to fall further behind in popularity. Our strategic problem to solve was to get more teens to choose milk over sports drinks and soft drinks by introducing milk as a healthy and fun alternative. To properly reach our target, we created posters resembling gig-posters meant to live inside schools. Each poster was screen-printed on butcher paper, bringing a totally new attitude and look to an everyday drink that allowed us to compete with sports drinks. Clings also reinforced the message in the lunch line at point of purchase.