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. While Dairy Milk’s not for everyone, 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. We launched this fictitious brand on social, OOH, and through press and influencer outreach.

Client: MilkPep
Agency: GALE
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2.2B Erned Impressions. 
77M Views (YouTube, IG, TikTok).
805% Paid Performance Above Industry Benchmark. 
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AdAge #1 Top 5 Creative Campaigns
You Need to Know About Right Now.