As Smart Balance® Fat Free Milk and Omega-3s grew distribution nationally, the brand found itself not only introducing its new milk product, but also, in many markets, a new category of “premium milks.” Smart Balance needed to familiarize consumers with this new concept so they would look beyond their regular dairy case. TBC developed the “Milk Scissors Pour” campaign to educate consumers that they don’t have to choose between 2% or skim there is another choice that gives you delicious taste, without the saturated fat.