Post Punk Kitchen Forum

A facebook friend just linked to this: http://www.scienceofimitationmilk.com/ It seems to be some kind of anti-plant milk propaganda from the people who brought us Got Milk...

Super snazzy mini-site, super un-friendly message.

Hope a post about this doesn't exist elsewhere. I couldn't find one, but wasn't sure where to look either.

wow.... Thats all I can say without getting preachy....

So the moral of the story is we want to change people into rabbits? I need that machine for work.

I know. I hate the way they make the soybeans look so gross. Have they never eaten edamame?! Makes me cross.

My friend is partially behind this ad campaign for this. So angering to see her talking about it on facebook.

The style is pretty cute, aside from the smugness.

Agree. It's really annoying that the campaign and site are so well done while the message is so against my beliefs.

those kids keep asking where the udder is, as if that weren't a thing most people need to forget about in order to enjoy milk.

I, for one, enjoy suckling at the sexy teat of science.

Science is bad, people! Almost as bad as chemicals.

What the fork? That is not how you make "imitation" milks. And they're not imitation anything. And there's sediment in cow's milk, too. And there are a ton of ingredients in cow's milk that aren't listed. And just because most people don't know what carrageenan is doesn't mean it's bad.

What the fork.

Maybe not, but at least we won't need to raise a cow, forcefully impregnate her, wait until she gives birth, steel her calf, feed her a shit-ton of grains which could make easily make a lot of tasty plant milk without passing through her maltreated systems, and then attach her to a machine which sucks the milk from her udder. Not to mention all the treatments cow's milk goes trough before it ends up on the supermarket shelves.

Also that is NOT how soy milk is made AT ALL. Jeez.

If you listen without the sound, they're pretty awesome.

I actually think it's pretty clever. And hey, if they have to go through all this effort they must be threatened by non-dairy milks. And can you blame 'em? My regular grocery store has a whole case dedicated to non dairy milks and then another section with refrigerated non dairy milks. Business is booming.

I did listen without sound. It was fun. I'm not bothered by the message because it so is obviously wrong that it is comical. Anyway, I had fun making my "imitation milk." If there was an equally silly clip on the "science of dairy milk" it would be pretty gross!

This is so weak! Will it actually sucker anyone?

Yes..I'm not sure what the point of that was.

How much plant milk does it take for me to become a bunny? 'Cause I'd love being a bunny..

Guys, after a second watch I've decided I am no longer vegan. Also, sod being very lactose intolerant to the point where it induces severe asthma attacks, I'm going to guzzle litres of dairy milk every day. I may drop dead eventually but at least what I put into my body won't be filled with these things this crowd are telling me are nasty.

Not.

How funny that they act like milk is a single ingredient. It's not like there is sugar, or calcium, or zinc in dairy milk. Or that there is no science behind modern dairy production. Good grief. They need to hire a better adman.

I forget why but i just read something that said that dairy milk was probably going to double to triple in price within the next year or so. maybe they're afraid.

Yep, the dairy industry is super scared of milk alternatives. Hence 'Imitation' milk, as if it is a sub-par knock off of milk, rather than a non-cruel alternative.

Actually, the marketing and advertisments are pretty good. But geez, they must be terrified to dump so much money into a campaign like this. Believe me, its the big bucks.

But yeah, clever campaign. Too bad it's stupid doo doo head.

Really? I'm just curious how well this campaign is working out for them. I guess it makes sense to scare people that they're drinking "chemicals" if they choose plant milks but then there was that other terrible one about mean PMSing girlfriends that was just so tacky. Maybe I'm biased. It just doesn't seem like a good strategy.

It's a really cute little novelty, but actually not very user-friendly. Most visitors would probably tire of it before getting to the message at the end. From a user-interface perspective it's a bit old-fashioned, but I love the cuteness factor.

The dairy industry is really grasping at some pretty weak straws with their non-dairy milk smear campaigns. I mean, really, shaking beverages is such a major deprivation. That darned pesky orange juice pulp! You'd have to give milk a good shake too if it wasn't homogenised. And *gasp* isn't homogenisation done in a...factory?!

i lol'd.
and i shook the hell out of that coconut milk.
also, as my partner pointed out, you have to shake orange juice, too.

Well, I think it is successful, based on how many people are talking about it, which I belive is the intent of the campaign. This is not a campaign that is intended to sell a specific product, but instead promotes the general industry of dairy milk (by putting the competition in a negative light)

Example: Someone the other day randomly asked me about my 'imitation milk' I had in the fridge at work. I was like, what??? and they referred to the commercial. I have also had friends who know I don't do dairy ask my opinion on these commercials.

So, based on my experience, I would say that is pretty successful. (incredibly non-scientific I know) of course, there are ways they can measure success, even without specific sales numbers, like ad-awareness studies, focus groups, polls, website hits etc. which we don't have access too. We have to assume a bit.

I have been in marketing for about 8 years now. Personally, I do not like any advertising or marketing campaigns that are negative. I also think it is a poor strategy, and gives a bad impression of your brand/company to your target base. Also, the focus tends to be on the competition in these type of campaigns. Why bring any more attention to your competition than necessary? Even if it is negative, I do not think that is a good idea.

In my career, I tend to stay away from those types of campaigns. If a CEO or executive insists on a negative campaign, I try to steer them away from it for this very reason. If they insist, I will go with it. I remember a year long campaign at a company I worked for that was based on de-bunking some clinical studies that a competitor did. It was a disaster. Basically, we just ended up promoting the competitor! It got people more interested in them than us! (they were a smaller company than we were).