Binch added that Gale and MilkPEP have deliberately featured only women in its 2023 marketing efforts.
Along with the campaigns starring Plaza and Latifah, the brand hosted an experiential activation during the New York City Marathon where women runners were treated to a post-race DJ set by award-winning artist, Janelle Monáe. That work was part of a larger partnership with Girls on the Run, for which “Team Milk’s” collective of 15,000 female runners have raised $1 million in funds to date.
“We have a lot of work that’s still reinforcing our performance benefit strategy about milk’s protein delivery, [how it] hydrates better than water,” MilkPEP CEO Yin Woon Rani told Adweek. “But we also believe [in] emphasizing milk’s role in cultural relevance.”
The ‘Wood Milk’ effect
The team aimed to replicate the creative formula of “Wood Milk.” When it was released earlier this year, the video garnered more than 2.6 billion impressions, 77 million views and drove 18,000 Instagram users to follow @drinkwoodmilk, a real account set up for a fake product. The brand also sold out of its T-shirts, with proceeds donated to One Tree Planted, an organization dedicated to planting 10,000 trees.
The results also reflected a change in attitudes among the public, according to Rani. Audiences reported a 94% positive sentiment from viewing the video.
“Adults who saw ‘Wood Milk’ really changed attitudes [to say], ‘milk is extremely healthy,’ [and] “milk fits into my life,’” said Rani.
Both Binch and Rani said the campaign—along with the criticism it received from fans of plant-based alternatives—provided the team with learnings that informed their approach to the new ad.
“We wanted to create a movement,” said Binch, noting the latest campaign has more elements encouraging participation, such as a social tool kit with profile pics and assets for TikTok and Instagram.
Rani added that MilkPEP intends to find the most affable ways to hush the haters.
“There’s a very vocal minority that participates in [criticizing dairy milk], even as we have all the data that says most Americans love milk and enjoy drinking it,” she said. “No one should be shamed for doing that. We wanted to suggest in a light-hearted way [with] Queen’s amazing cultural cache and shine a light on [saying], ‘This is ridiculous, people!’”
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