We Didn’t Write This Campaign
CLIENT
NotCo
BRAND
NotCo
REGION
Santiago
CATEGORY
Creative Strategy: Food & Drink
Creative Strategy: Challenger Brand Strategy
Creative Strategy: Brave Brands
Industry Craft: Outdoor
Industry Craft: Print & Publishing
Media: Use of outdoor
Media: Challenger Brand
Media: Market Disruption
Outdoor: Food & Drink
Outdoor: Challenger Brand
PR: Food & Drink
PR: Crisis Communications & Issue Management
PR: Challenger Brand
Print & Publishing: Food & Drink
Print & Publishing: Challenger Brand
INDUSTRY
Food & Drinks
DESCRIPTION
It’s a David vs Goliath story that is very similar to the fight between taxi drivers and Uber and the music industry vs. Napster and Spotify. The big dairy industry that represents the status quo didn’t appreciate a food-tech company like NotCo entering the market with a non-dairy alternative product like NotMilk, so they sued.
Instead of trying to make a new legal or technological point as a defense, we literally copy-pasted quotes from the original court proceedings that–ironically–defined NotMilk in the exact way we wanted people to understand the product.
AGENCIES
MRM Santiago