NotMilk: We didn't write this campaign

NotCo, a plant-based food company, turned a lawsuit by the powerful Chilean dairy industry into a series of humorous and attention-grabbing ads to defend NotCo's freedom to operate in all of its capacity, increase the notoriety on the NotMilk brand and increase the level of conversation about the legal case.

Campaign details

Title: We Didn't Write This Campaign Brand: NotcoProduct: NotmilkIdea: MRM WorldwideCountry: Chile

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessChileNon-specificOtherMiddle30,000 USD aprox It ran on specific circuits of OOH Posters and Billboards + Newspaper Print.

Why is this work relevant for Creative Effectiveness?

Fighting for the right to exist.

The dairy industry association decided to file a legal suit claiming that NotMilk was incurring in acts of unfair competition by misleading consumers to purchase not milk and requested...

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