Print and Publishing > Culture & Context
WE DIDN'T WRITE THIS CAMPAIGN
MRM WORLDWIDE, Santiago / NOTMILK / 2023
Awards:
Overview
Credits
Overview
Background:
NotMilk is a plant-based alternative to milk created by the chilean food-tech NotCo (The Not Company).
Since NotMilk was launched in the market, the powerful dairy industry declared war filing a strong lawsuit that presented NotMilk as a company without scruples that was misleading consumers to buy a product that is not milk.
As any other legal battle in the corporate world, this was taking years of back and forth without moving a single inch. That wasn’t good for the brand. We feared that this was never going to end, so at one point, we decided to implement a new strategy, one that would disarm their lawyers. A creative strategy with no chance for comeback.
Describe the Impact:
• We boosted the trial conversion of the product to an historic 93%.
• The campaign created a halo effect on the line extensions in NotMilk’s portfolio, with an overall increase in the market share of 5 points during the first Q of 2023.
• A 92% positive sentiment in RRSS.
• Over US$ 350K in local press CLP in local press (helped us to add pressure to the competitor’s legal team to desist pursuing with their case).
• +20 minutes of interviews in news media with a reach of over 280,000.
• Content published in more than 30 publications in national digital media with a reach of 12,107,000.
• 14 mentions in national media profiles in social media with a reach of 13,033,000.
Translation. Provide a full English translation of any text.
1.
WE DIDN’T WRITE THIS. BIG DAIRY INDUSTRY LAWYERS DID.
"The Not Company produces and commercializes a product called and labeled 'Not Milk' ('Not Milk' in Spanish)”.
*Excerpt from the court documents submitted by the milk industry’s legal counsel.
It’s not milk, period.
2.
WE DIDN’T WRITE THIS. BIG DAIRY INDUSTRY LAWYERS DID.
"The Not Company carries out significant advertising efforts to represent its product 'Not Milk' ('Not Milk' in Spanish) as a substitute for milk - an alternative or replacement for it”.
*Excerpt from the court documents submitted by the milk industry’s legal counsel.
It’s not milk, period.
3.
WE DIDN’T WRITE THIS. BIG DAIRY INDUSTRY LAWYERS DID.
"Milk is the normal mammary secretion, free from colostrum, obtained by one or more milking, without any addition or extraction, intended for consumption in the form of liquid milk or for further processing”.
*Excerpt from the court documents submitted by the milk industry’s legal counsel.
It’s not milk, period.
4.
WE DIDN’T WRITE THIS. BIG DAIRY INDUSTRY LAWYERS DID.
"It seems to be a sort of self-proclaimed hero of food, who comes to replace a harmful and polluting industry for individuals' health, such as agro-industrial milk production”.
*Excerpt from the court documents submitted by the milk industry’s legal counsel.
It’s not milk, period.
5.
WE DIDN’T WRITE THIS. BIG DAIRY INDUSTRY LAWYERS DID.
"The product Not Milk (in Spanish 'Not Milk') corresponds to a plant-based beverage, mainly made from peas, which is distributed and commercialized by The Not Company throughout the national territory, to the point that it can be purchased in the sales rooms of the main supermarkets in the country."
*Excerpt from the court documents submitted by the milk industry’s legal counsel.
It’s not milk, period.
Please tell us about how the work challenged / was different from the brands competitors
Instead of fighting big dairy industry lawyers by trying to find new ways to do so or changing our product name or communication, we did what they would never imagine: we used their same arguments, literally copy-pasted them, to build our new campaign.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
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