People steal things from refrigerators. Especially things like Cocoa Metro, a premium chocolate milk made with dark Belgian cocoa and fresh, hormone-free milk. This poster campaign was part of an integrated effort designed to suggest that hiding or disguising your Cocoa Metro might be advisable, at least if you want to find it next time you get thirsty. They were used as point-of-purchase posters in retail outlets and as promotional materials at food shows. Interesting fact: a bottle full of chocolate milk will float to the top of Jell-O.