Ever heard of sweet acidophilus milk? If you live in Middle TN, North AL or Southern KY, then you’ve probably heard of it thanks to our work that repositioned this product for Purity Dairies. Sweet A, as we like to call it around the office, was marketed for 30 years as milk that’s good for people with stomach problems who eat too much junk food. Seriously. We’re not making this up. It only appealed to a tiny audience. Research we conducted showed that most of the market had no idea what it was. We researched all the benefits of the probiotic acidophilus cultures in this milk and found a whole lot more to talk about beyond indigestion. Clinical trials showed that acidophilus actually strengthens the body’s immune system. Ah ha! We now have a story to tell about this weird product to an entirely new audience: moms. So we told moms the story of how this product can help them keep their families healthy, in language that made them feel like the unsung heroes they are. The result? Just a 20% increase in sales for a misunderstood product that was priced $2 more than a gallon of store brand milk. Not bad, eh?