There are over 6,000 videos teaching how to make a Bob's Ovaltine milkshake. Fans and competitors had been trying to replicate our recipe for years, to no avail. Therefore, our idea was to trivialize all these imitations, to bolster the love fans have for the "original" milkshake, and by contrast, minimize the McDonald's launch.

We have lost the right to use the name "Ovomaltine" for McDonald's, but instead of creating a campaign launching the new name of our milkshake, we have created a name for theirs and for everyone else’s. It didn't matter if the imitation came from the corner bakery or a major fast food chain: if it wasn't from Bob's, it was a #MilkFake.

The battle began when McDonald's issued a press release suggesting Bob's would stop selling Ovaltine milkshakes. We reassured our fans, told them nothing had changed, and then began playfully teasing the imitations on social media.

After introducing the topic, Bob's announced the #MilkFake hashtag on the second day. The post was published at the right time, gave people a ready to use joke and was an instant success. This was followed by other content, and soon everyone was talking about the "milkshake war" — leading other players like Burger King and KFC to also take a position. Finally, the videos with Whindersson Nunes hit the open TV stating the superiority of the original milkshake in the mass media.

The campaign became a case study in the category and turned the McDonald's launch into something positive for Bob's, engaging the brand lovers to denounce the MilkFakes.

Results:

- First Bob's post: shared 500 times on Facebook in 10 minutes and over 56,000 times in total, with organic reach of over 9.8 million (four times higher than paid reach).

- Organic reach of 13,406,349 with the Facebook content.

- Our hashtag was mentioned over 32,000 times on different platforms.

- The largest Brazilian comedy channel on YouTube produced a parody about the subject, which reached 1.7 million views in just 24 hours. This number reached 5.9 million in one week.

- Over 283,000 interactions on different media, and more than 30 brands joined the discussion.

- #MilkFake took the country by storm, driving sales of a product that was already a leader up by an additional 30%.