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.

This is a story that represents the sign of times. The Old Testament versus the new order of things. Old recording labels versus Spotify. Conservative vs progressive. The big dairy industry in Chile who wanted to keep consumers captive vs NotCo who disrupted the market with a dairy alternative product such as NotMilk. This story is about winning the match without writing a single ad. Just using pure aikido strategy, repurposing what the Dairy industry used against us as our most resourceful defense.

Nothing more irresistible than the story of an underdog shaking the status quo.

NotMilk represented that. The brand that was offering options, setting consumers free. In contrast to the dairy industry that had been telling them for years the only option was milk. Hey, we never said that consuming milk was wrong. We just said that consuming NotMilk was great.

And we were sued for that. But also people’s opportunity to have choices was being sued.