Animal protection group Peta don’t pull any punches when it comes to campaigning, and their advertisements have become notorious for causing mass offense.
A few years ago they were heavily criticised for an ad they put up in Germany likening the Jewish holocaust with battery chicken, and they're once more courting controversy with their Donald Trump "Grabby the P---y" inspired campaign.
The most recent is a video campaign condemning the consumption of cow's milk.
Their tactics were characteristically shocking.
Peta teamed up with London creative agency Don't Panic for the new campaign. Actors gave out a “new” type of "alternative" to cow's milk for people to try. They were asked to describe its taste, texture and consistency.
Some of the participants found the milk to be sweet, while others commented on its "whiter than white" colour.
This tastes smooth. It’s like a milkshake basically, but smooth.
But what kind of milk was it, exactly? Peta told them it was dog's milk.
Milk. Of. Dog.
People were shocked
This woman couldn't get over what she drank
Shame on you Peta. Shame.
Please note: no dogs were actually milked in the making of this campaign.
Picture: Peter Macdiarmid/Getty
The charity actually just gave people soya milk in the video's production.
Peta director Elisa Allen said:
Humans are the only species on the planet that drinks another animal's milk, and cows' milk is no more natural for us than dogs' milk.
When it comes to drinking milk past breastfeeding age, plant-based is best.