MilkPEP (the national dairy processor checkoff program) recently launched a first-of-its-kind campaign, “Wood Milk.” The approach is a parody of a celebrity-owned, new product introduction using the fake product “wood milk” to drive conversation about how dairy milk is the only “real” milk, featuring popular, award-winning actress Aubrey Plaza.
As MilkPEP states: “Is Wood Milk real? Of course not. Wood Milk is absolutely fake and has zero nutritional value. That’s kind of the point because only dairy milk is the real nutritional powerhouse.”
We know that “Wood Milk” will generate conversation – positive and negative. Checkoff is coordinating with MilkPEP to monitor engagement and coverage. This is another example of how U.S. dairy is inserting real dairy milk into cultural conversations in modern, unexpected ways
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