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.
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
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.
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.
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.
