.png)
Problem :
In Pakistan, milk isn’t just drink—it’s tradition, warmth, and shared moments. But for the lactose-intolerant, it became a source of exclusion. From skipping doodh before school to missing out on chai at gatherings, they weren’t just avoiding milk—they were missing out on belonging. The fear of missing out (FOMO) was real.
Solution :
That’s where Dayfresh Stepped in. As the only brand in Pakistan catering to lactose-intolerant individuals, the challenge wasn’t just about selling Lactose-Free Milk. It was about raising awareness, creating an emotional connection, and bringing people back to the joy of dairy. “Say Yes to Milk Again” wasn’t just a campaign; it was an invitation.Through a social-experiment DVC, we captured real stories—people who had long given up on dairy but rediscovered it with Dayfresh. The emotional storytelling tapped into the deep-rooted FOMO that lactose-intolerant individuals felt in everyday moments. But awareness alone wasn’t enough. To educate and engage the audience, we took the conversation to TikTok, Instagram, and telemedicine platforms. Doctors and content creators shared relatable symptoms, solutions, and nutritional benefits, ensuring lactose-intolerant individuals not only knew about the product but also understood how it could change their lives.
Result :
Dayfresh’s empathetic storytelling and strategic partnerships didn’t just spread awareness—it built a movement. The numbers speak for themselves with 37% million impressions,33% million reach,3.2 million engagements and 1.8 million PR reach.From being overlooked to feeling included, Pakistan’s lactose-intolerant community finally had a reason to raise their glass again.* With Dayfresh, they didn’t just get milk back—they got back a part of their culture.And this time, they could say yes.
