People for the Ethical Treatment of Animals (Peta)
22nd November 2016
A PETA activist posed as milk salesperson to promote a 'new' milk on the market. It was late revealed to public participants and focus groups members, after they had sampled the milk, that the milk came from female dogs, rather what they assumed to be from cows. The milk was a plant-based dairy alternative, but the narrative maintained it was dogs milk. Cameras captured the socked, and disgusted, reaction for the participants - some actively spitting out the milk. This performative piece highlighted the cognitive dissonance and speciesism within consumer choice of animal products; the normality of drinking milk from a cow compared to the absurdity of drinking milk from a dog. It draws on questions of why we consume the milk from another species, let alone our choice of species.
Website: https://www.peta.org/