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.

• 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.

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.