Watch · La La Lactaid — :30
Lactaid spoke in the language of limitation for decades. I came in with a different read: the insight was joy. A musical brand platform, two hero spots, and the highest creative approval rate in the client relationship's history.
Watch · La La Lactaid — :30
Lactaid had been telling people what they couldn't have for decades.
"Lactose intolerance" is a clinical word. It tells you something is wrong with you. The category was built on restriction, and the brand had inherited that language — even as its whole purpose was to give people their food back.
The brief was to beat last year. The bigger problem was the brand was playing on the wrong emotional register.
The insight: people with lactose intolerance don't feel like they're missing out. They've found the workaround. They feel relief, delight, permission. That's joy — and the brand had never spoken it.
A musical brand platform built for TV/CTV as the anchor, with social cutdowns designed to live on their own terms.
Two hero spots, two insight vectors. La La Lactaid is the celebration — the joyful convert who has found their workaround and wants to sing about it. Nicole Just Found Out is the discovery moment — real and warm and immediately recognizable to anyone who has been that person.
Both spots were built for the feed as much as the living room.
→ Musical brand platform, TV/CTV/social
→ La La Lactaid · :30 DRTV
→ Nicole Just Found Out · :15
→ Mabel/Rumble · :15 cutdowns
→ 3-of-4 concepts approved
→ Historical rate: 1-of-4
Watch · Nicole Just Found Out — :15
The category was built on what you couldn't have. I built the platform around what you can.