With milk sales declining, the California Milk Processor Board needed growth — not by increasing awareness, but by expanding when and what milk goes with. Most consumers still defaulted to cookies and cereal, so we launched Atrévete (“Dare”) to challenge California Hispanics to try milk with unexpected pairings in unexpected places — especially spicy and savory foods, where milk naturally helps wash away heat. Centered on the call to action “Atrévete a Probar!”, the campaign rolled out across bilingual English and Spanish TV with kaleidoscopic visuals that made surprising pairings feel craveable, supported by food and mom creator partnerships, recipe-driven content, and playful digital videos capturing real reactions as we introduced milk into everyday meals. To make the new occasions tangible, we layered in bold retail presence and a statewide experiential push with sampling booths and grassroots events—meeting people wherever food happens. Result:+56% of people said they’d drink a glass of milk immediately — a +6% increase— proving milk can win new occasions when you dare consumers to try it differently.