In a tongue-in-cheek campaign, Parks and Rec’s Aubrey Plaza announces the debut of her new substitute milk brand Wood Milk – which is precisely what it seems like.
Parks and Recreation and White Lotus actor Aubrey Plaza today declared the start of an all-new alternative milk item: Wooden Milk.
Yep, which is correct: the comedy actress is leaping on the dairy possibilities development. Wood Milk sources maple, cherry, mahogany and hickory lumber from US forests and makes use of what it calls a “state-of-the-artwork ‘wood-milking’ process” to build a milk alternative produced from a “unique blend of trunks, roots and branches,” per a press release issued these days.
“Inspired by the strategy that these times you can make milk out of anything at all – Aubrey seemed at a tree and thought – could I consume this? And therefore, Wooden Milk was born,” the manufacturer claimed in a assertion.
The brand name is launching today with a new ad marketing campaign celebrating the delights of Wooden Milk. In the spot, a woodsy-on the lookout Plaza – sporting a flannel button-down and a vest – is pictured frolicking around a tree. “We’re selected that our artisanal Wooden Milk will be the only milk you’ll want to consume for the relaxation of your life,” she suggests. “Why? Simply because I reported so.”
The campaign, made in partnership with Stagwell-owned company Gale, will span broadcast Tv, social media and out-of-household. In addition, to further promote the new model, Wooden Milk will be offering a range of branded merchandise.
But, as it turns out, the complete shebang is a stunt – Wooden Milk is not a authentic model or product or service. The activation was developed by the Milk Processor Training System (MilkPEP), a milk sector advertising and marketing firm funded by milk processors and a nationwide board – and the team at the rear of the iconic ‘Got Milk?’ marketing campaign that ran from the 1990s right until 2014.
The group’s hottest stunt is an exertion to poke entertaining at the proliferation of milk alternatives on the market place – and to underscore its belief that “only true milk is actual.”
“Wood Milk is a enjoyable and comedic way to spotlight the electrical power of genuine dairy milk,” Yin Woon Rani, MilkPEP’s main exec and main marketing and advertising officer tells The Drum. “With zero nutritional value, our fictitious Wood Milk manufacturer is intended to inspire consumers to educate themselves on their beverage choices and the variances in the nutritional profiles inside of.
“As the Food and drug administration lately dominated, not all milk is equal when it arrives to nutrition – so even though you may perhaps be ready to make milk out of anything at all, it is crucial to realize when it will come to staying a dietary powerhouse, only dairy milk is genuine milk.”
MilkPEP, below Rani’s leadership, has been on a mission to give the dairy milk marketplace a contemporary, new model. Past tumble, the organization sponsored the preferred gaming convention TwitchCon, where it targeted on promoting milk as a ‘performance beverage.’
When it came to picking the correct spokesperson for the new Wood Milk campaign, the groups at MilkPEP and Gale felt that Plaza match the job flawlessly. “Every new overall health and wellness startup demands a well known founder these times. For us, Aubrey Plaza was the only option. Her deadpan supply and amazing comedic selection had been accurately what we ended up on the lookout for,” states Gale’s main brand and practical experience officer Winston Binch.
“Thankfully, she beloved the notion, and in partnership with her, and Saturday Night time Stay alums Hannah Levy and Neil Casey, we brought the concept to existence in a issue of weeks.”
In spite of its derision of the idea of ‘wood milk,’ MilkPEP is supporting American ecosystems – as element of the gag marketing campaign, it’s teaming up with nonprofit environmental group A person Tree Planted to plant 10,000 trees.
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