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A building with a digital ad showcasing people on roller skates and the tagline "Milk hydrates better than water."
Wood Milk

Invented a fictional alt-Milk brand that went viral.

Case Study

Challenge

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.

Solution

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.

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RESULTS

2.6b

EARNED IMPRESSIONS

77m

VIEWS (YT, IG, TIKTOK)

805%

PAID PERFORMANCE
ABOVE INDUSTRY BENCHMARK

18,000

@DRINKWOODMILK IG FOLLOWERS

94%

POSITIVE SENTIMENT

12%

INCREASE IN  CULTURAL RELEVANCE AMONG MOMS

Three teenagers enjoying chocolate milk from plastic bottles.
Telling Our Fake Product Story

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.

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Wood Milk in the Wild

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.

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Doing Good, Not Just Cracking Jokes

Nothing about Wood Milk is real, however, our commitment to grow 10,000 trees with non-profit, One Tree Planted, was.

Three smartphones display Instagram posts of celebrities discussing milk.