In the late 1980's, Swedish advertising agency Carlsson & Broman DDB Needham, were tasked with encouraging younger generations to increase their milk consumption. Instead of pushing dairy by itself the campaigners veered toward coffee drinkers and cafe dwellers.
The iconic Cafe Au Lait mug was introduced as a non-product-- merely a branded facade to showcase a new way of drinking coffee. Most Swedes were drinking coffee with just a dash of cream, but the Cafe Au Lait required an even ratio of coffee to milk. Hundreds of thousands of mugs were sold to cafes across Sweden and the Cafe Au Lait campaign was awarded the 1992 World's Best Dairy Campaign.