The lid

Every thick yogurt on the shelf says the same three things: thicker, more protein, less sugar. The chilled aisle is a wall of numbers nobody remembers.

The first thing anyone does with a yogurt is lick the lid, usually with their back turned. It is the most private moment in the category, and no brand has ever said a word to it.The first thing anyone does with a yogurt is lick the lid, usually with their back turned. It is the most private moment in the category, and no brand has ever said a word to it.The first thing anyone does with a yogurt is lick the lid, usually with their back turned. It is the most private moment in the category, and no brand has ever said a word to it.The first thing anyone does with a yogurt is lick the lid, usually with their back turned. It is the most private moment in the category, and no brand has ever said a word to it.

Print 64 lines on the inside of the foil, in blue. The yogurt covers them. You only get to read yours once you have licked it clean: “If you got this far, you are one of us.”

The packaging is the media, so there is no extra cost per reach. A small code on the lid edge lets you send your line on without logging in. People collect all 64, and a wall of real lids in supermarkets turns the aisle into the same joke.

1. 64 lidsOne foil lid, 64 lines, packed so a case never repeats.
2. #WhatDidYouLickA no-login mobile page: scan, send your line, keep a book of the ones you have found.
3. The lid wallA supermarket end-cap built from real lids. Tear one off, read the back. Seven days only.

• Lid-code scans per thousand cups sold
• Share of posts that show a line
• Repeat purchase among people who have collected five or more
• Sell-through in stores with the lid wall against matched stores