We needed to launch a2 Milk in Canada, cut through all the dairy marketing clutter and explain its main benefit. For a lot of people, dairy milk is hard to digest — just like a lot of hard-to-digest situations in our day-to-day lives. Thankfully, a2 Milk is friendlier on the gut and easier to digest — making life’s hard to digest moments a little easier. Even if you show up to an online date and it turns out you’ve been catfished by an actual catfish.