Silk gives nepo babies milk mustaches to boost plant-based alternative

Dive Brief:

Plant-based beverage brand Silk has teamed with a handful of influencers — all of whom have famous parents — to promote its Nextmilk product, according to a press release.
Brooklyn Peltz Beckham, Ella Bleu Travolta, Sailor Brinkley Cook and Myles O'Neal (joined by siblings Shareef, Me'Arah, Shaqir and Amirah) sport "milk" mustaches in ads that will run across social media, billboards and other channels.
The effort seeks to raise the profile of a plant-based milk alternative using the faces of the "next generation," per the release. Consumers can use the Silk "plant-based 'stache filter" on TikTok for a chance to win free Silk Nextmilk for a year and be featured on a branded billboard in Times Square.

Dive Insight:

To raise the profile of Silk Nextmilk, the Danone North America brand is taking the legendary "Got milk?" campaign and its iconic milk mustaches for a plant-based spin. Silk Nextmilk looks to mimic the flavor and feel of cow's milk and is made with oat milk, soy protein and coconut oil, coconut milk and coconut cream, among other ingredients.

The campaign uses celebrities that have household last names, even if they aren't as famous as their parents. Brooklyn Peltz Beckham, Ella Bleu Travolta, Sailor Brinkley Cook and Myles O'Neal are the children of David and Victoria Beckham, John Travolta and Kelly Preston, Christie Brinkley and Shaquille O'Neal, respectively and all have a famous parent that previously sported a milk mustache for "Got Milk?"

While the influencers have made their own forays into the worlds of music, film, fashion and food, they are likely best known as children of celebrities, which ties the campaign — intentionally or not — into the current fascination and controversy over so-called "nepo babies" whose successes are often attributed to their parents' high profiles. For Silk, they represent a new generation of consumers who increasingly reach for plant-based options.

"With help from the faces of the next generation, we're showing just how easy it is to reach for and enjoy plant-based beverages like Silk Nextmilk," said Olivia Sanchez, vice president of marketing for plant-based beverages at Danone North America, in the press release.

Along with using the famous 'stache in social media and out-of-home ads, consumers can don their own using a TikTok filter that could win them a chance at free Nextmilk and an appearance on a billboard of their own, potentially increasing the reach of the campaign on a platform favored by Gen Z and millennial consumers.