Thank you for making use of the “Killer Stat” in your latest campaign.
Nicorette, with their 1 Week challenge (which I posted about here), used their “Killer Stat” to create an entire communication and activation platform, and I love the way you have used your “Killer Stat” to go about dispelling myths.
With a stat like: “Over 90% who think they can’t have dairy, can, with Lacto Free”, that’s now 9/10 dairy avoiders who are questioning their behaviour – as long as they see the ads that is…
And thank you for your Dump the lactose not the dairy strapline:
I like its straightforwardness, although I have to confess that the “Dumped” / “Take me back” advertising idea (not to be confused with the brand positioning of course) does feel slightly forced, even if it is beautifully executed. But I’ll forgive you that.