Milk Disruption Campaign

Provocation concept visuals

Provocation / Outdoor Design / Visuals

The brief

We’ve noticed that plant-based challenger brands are making waves with smear campaigns targeting milk, and we want to respond. Could you mock up a provocative outdoor advertising campaign that could help us pitch the idea to our leadership team?

The opportunity

Milk has been steadily going out of fashion since the power of plant caught traction, and while dairy alternatives are helping to set new buyer habits like buying milk from paper cartons, challenger brands are leaving traditional brands and products in the dust.

Subtlety wasn’t going to win the day here, so I decided to go all in with a direct response to a well known oat drink brand that turned their own tactics back at them, juxtaposing the most recognisable elements of their visual identity with challenges about their claims.

The copy couldn’t just be provocative, we needed to bring the focus back to milk. The simplest benefit of milk and questionable element of plant milks is all the additives, so I chose to focus on this and use bold claims and humour to get the message across.