In Thailand, milk has long been viewed as a childhood obligation—something kids are told to drink, not something teens choose for themselves. As a result, Thai teenagers remain among the lowest milk consumers in Asia. The challenge was to shift this perception and make milk culturally relevant again, transforming it from a duty into a choice. The campaign “More Than Milk” set out to redefine what milk could mean for a new generation.

The campaign launched with the film “Sliding Mom,” a story capturing the tension between parental pressure and teen independence, reframing milk as something that fits naturally into youth culture. The experience extended into a major World Milk Day event in downtown Bangkok, where young people were invited to taste a range of co-created, unexpected milk flavors—such as pineapple-chili and truffle milk—reinforcing the idea that milk can be playful, surprising, and expressive.

By Q3 2025, Meiji’s total milk sales had risen by 17%, while the new flavors sold nearly 1 million packs in their first two months. More importantly, the campaign helped reposition milk from something imposed by adults to something chosen by the new generation—truly making it more than milk.