How far can you go to prove that your milk is fun?
You can call a spade a spade or you can call it not an axe, knife, pen, or sword.
While you were away debating if your glass of milk was worth those 5 minutes in the morning, the world of milk just got more interesting.
But before we dive into the lessons of how to have fun with a “not milk” brand, as most ‘not milk’ brands want to call themselves in the 2020s, I want to bring your attention to an action that only a brand in a decade dares to partake in - acknowledge, own and clarify all of the negative PR (or at least the great ones.)
I mean, a campaign flips 180 and falls head-first into a controversy and you still own it.
In the middle of all the controversies, the brand managed to do some really cool advertising too. And boy, am I jealous of the copywriter who gets to have this amount of fun with his job? Yes.
Speaking strategically, having your consumer educate your target audience has managed well to pull the eyes and create an impact.
Though nothing is more impactful then imagining, inventing, creating and making everyone part of a world that is built around your product as the world outside of it is just “the usual” for all. Extraordinary becomes your product’s reality and people seek it.
So make it large and larger.
Give your brand substance - https://www.youtube.com/watch?v=_WMGDldA9pw&t
Own your tone of voice (even if it’s snarky. Especially if it’s snarky.) - https://www.youtube.com/watch?v=D3d_GfGVq_I
It is not unreal to have your possessions talk back. Accept it, you imagine it every time you are alone. But it is great fun when you actually see it happening (Wackaging) -
