Milk has faced decades of decline and dwindling cultural relevance. There was intense competition from a whole new category claiming to be Milk. With alt-milks taking a more aggressive and competitive approach to their marketing, we decided it was time to make a statement.
The fact that the alt-milk industry will make Milk out of just about anything is a funny and relatable insight, no matter what you drink. We wanted to highlight that there’s only one OG: Real Milk. To create conversation and debate, we created a fictional alt-Milk called Wood Milk, with a famous co-founder, Aubrey Plaza.
We launched this fictitious brand on all the channels you’d expect from a real brand; social, out-of-home, and through press and influencer outreach. We built DrinkWoodMilk.com, a bespoke ecommerce site, providing visitors with more information on Wood Milk and our “zero nutritional value” message, allowing them to purchase eco-friendly brand t-shirts.
We showed up in all the places where alt-milks show up, including digital out-of-home boards in LA and NYC. Our creative featured Aubrey Plaza wearing a Wood Milk mustache, chock full of wood chips and sawdust.
Nothing about Wood Milk is real, however, our commitment to grow 10,000 trees with non-profit, One Tree Planted, was.