To help push milk sales in California they're installing choc-chip cookie scented bus shelters.
Despite smelling suspiciously like urban spam to me, I have to give this idea a big thumbs up.
Because it's a brave client who pays top dollar to promote a product other than their own.
Sure the shelters are plastered with 'Got Milk' signs, but I reckon this idea will sell a lot more cookies than milk.
And that's where the bravery comes in, because as any cookie monster will tell you, you can't have cookies without milk.