Escaping adulthood. Literally.

Over the past decade, fluid milk consumption among adults started to drop as sales of non-dairy alternatives soared. BC Dairy Association needed to get adults drinking cow’s milk again, but the perception among British Columbians is that milk is for kids. Rather than fighting the perception or waxing nostalgic, there’s something that every “grown-up” can relate to, and that’s the joy of forgetting your responsibilities and letting the kid in you out for a bit. Like how you feel drinking a frosty cold glass of milk.