Quick riddle for your Friday afternoon: What do dairy-alternative products and media placements have in common?
Well, they’re super digestible.
And there are a lot of them.
So many that it can be hard to keep them straight.
To ensure you don’t embarrass yourself at your next planning meeting (or, perish the thought, in line in Starbucks), we’ve devised a nifty little cheat sheet. That, you know, can also double as a grocery list.
Traditional media is like soy milk
Soy milk has been around forever, and it’s probably one of the only dairy alternatives that your grandparents have heard about.
And much like television, radio, and print, it’s a tried-and-true favorite among older generations. But younger age groups are looking for (metaphorically) spicier alternatives.
Email marketing and SEO are like almond milk
Almond milk is the workhorse of the dairy-alternatives (sweet double bovine burn). It’s solidified its place as the go-to plant-based option and is dependably (and photogenically) delicious.
In media terms, think of it as email marketing and SEO, which are the basis of any successful digital strategy.
Paid social posts are like coconut milk
Coconut milk is versatile—it’s a common ingredient in non-dairy soups, ice cream, and smoothies.
You can think of its different uses as the many social platforms that you can advertise on. Yes, there are tons of possibilities, but you can’t go overboard; do too much and you risk overwhelming your consumer (or your palate).
Influencer marketing is like oat milk
Like influencer marketing, oat milk is all the rage right now. When done properly, it’s innovative, authentic, and a great way to connect with demographics that are wary of being advertised “at” (Hi, Gen Z!).
Which brings us to Oatly’s WTF-inducing Big Game commercial, which ran the opposite direction from the whole budget-draining, celebrity-studded spot. And right into an open field that’s free of cows (and conventional marketing wisdom).
It was strangely straightforward, charmingly odd, and showed the power of being “real.” Influencers, take note!
Have a media-relevant, dairy-alternative-filled weekend, everybody!
– Your semi-lactose-tolerant friends at Brokaw