Nepo kids at ‘Got Milk’ campaign want you to drink more vegan milk

As the dairy industry tries to bring back old-school “goat milk” campaigns, dairy-free company Silk is looking to the next generation of milk drinkers with its new “Silk Next Milk” campaign.

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For its new Vegan Milk campaign, the company tapped a group of ambassadors representing the next generation, including Brooklyn Peltz Beckham, Ella Blue Travolta, Miles O’Neal (children of iconic celebrities including siblings Sharif, Me’Arah, Shakir, and Amira). , and Sailor Brinkley Cook.

Peltz Beckham—who is the son of Victoria and David Beckham—has been busy showing off her cooking chops on social media with recent vegetarian dishes like lasagna. “I love cooking with my wife and trying new recipes,” Peltz Beckham said in a statement. “It’s exciting to have an option like SilkNextMilk when we do plant-based foods.”

The O’Neal siblings—whose father is legendary NBA player, and lover of Slutty Vegan Burgers, Shaquille O’Neal—are also into the plant-based world, especially dairy-free beverages.

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“Family is very important to me; I’m grateful to have my siblings by my side as we define our own plant-based ‘Stache legacy’ with SilkNextMilk,” Miles O’Neill said in a statement. “Adding more plant-based options to my routine helps keep things fresh, and I enjoy Silk NextMilk as my morning protein shake without the lactose.”

Silk’s next generation vegan milk line

Silk first launched its Next Milk line last year after a rigorous research and development process. Available in full-fat and 2 percent reduced-fat varieties, vegan milk is made from a combination of plant bases, including oat, coconut and soy. The company has developed the line to mimic dairy products on multiple levels — such as key nutrients, molecular structure and iconic sensory elements — to provide an enhanced plant-based milk-drinking experience.

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Its new campaign is centered around sending the message that this next-gen milk aligns with what the next generation wants – a message backed by research that consistently points to Gen-Z as a driving demographic for the shift to plant-based eating.

“Silk NextMilk is here for the next generation of milk drinkers, and as a proud vegan and silk fan, I’m thrilled to be one of the first faces to adorn silk with a plant-based ‘stache,'” Travolta—daughter of actors John Travolta and Kelly Preston—said. said in a statement.

“I’m a baking enthusiast, so if I’m not drinking a glass of Silk NextMilk, I’m adding it to a batch of my homemade plant-based banana bread,” she said.

Like past milk campaigns, Silk’s next-generation approach has celebrities donning vegan milk mustaches across social media platforms and on billboards in New York, Los Angeles and Las Vegas.

Another prominent face of the campaign is Brinkley Cook, daughter of legendary supermodel Christie Brinkley who previously credited her plant-based diet for maintaining her youthful appearance.

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“I grew up in a plant-based family, so getting great-tasting products into my diet is extra important to me,” Cook said in a statement. “I have a real sweet tooth and love to dip my favorite vegan cookies in Silk Nextmilk.”

Silk’s celebrity milk campaign

Danone is best known for its dairy products but in recent years, has dug deeper into the plant-based industry through its suite of WhiteWave brands — which includes Silk, So Delicious, Vega and Alpro — which it acquired in 2016 for $12.5 billion.

Since then, Danone has been investing in boosting these brands in more ways than one, with new product lines and celebrity-endorsed campaigns. Last year, Silk partnered with music artist Kelly Rowland to help Tik Tok promote its #SwapItWithSilk taste challenge.

The campaign follows Silk’s 2021 GOAT campaign with Oat Milk as the Greatest Milk of All Time (GOAT) and featured celebrity ambassadors – including Gordon Ramsay, Alicia Silverstone and Gabi Butler – who are GOATs themselves.

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For its new promotion, Silk has also launched a TikTok Milk ‘Stache filter giveaway that gives fans a chance to win a year’s worth of Silk NextMilk and a spot on a billboard in NYC’s Times Square. All these elements were chosen to usher in a new era of milk advertising to a new generation that chooses vegan milk over dairy.

“With Next Generation Faces, we’re showing how easy it is to reach out and enjoy plant-based beverages like Silk Next Milk,” Olivia Sanchez, vice president of plant-based beverage marketing for Danone North America, said in a statement.

“As a leader in the plant-based category, we recognize that the next generation is eager to incorporate more plant-based options into their lifestyle,” he said.