The Quebec Milk Producers Association represents five fiercely competitive brands, which collectively sell more than 125 milk products. The milk carton is seen as a “sacred cow” for each brand, as it’s their key differentiator. None of them were comfortable with the association physically placing messaging on their sacred cartons - so it went virtual. “The App That Made Milk Cartons Sing!” used face recognition technology to identify cartons in-stores and in homes, harnessing AR to make them sprout cartoon faces and sing holiday carols. The app was promoted on Facebook, as well as in newspaper ads. Giant milk cartons also invited commuters to enjoy the carolling experience in OOH ads. Having the brands work (and sing) together paid off, with Quebec being the only province in Canada to see an increase in milk sales in December.