Why Don’t We’s Danielle Seavey says this is why Gen Z is reaching for vegan milk

Dairy milk campaigns – such as the industry’s attempt to revive “got milk” ads – are out of step with what younger generations want. That’s why Danone-owned Silk’s new campaigns are designed to resonate with millennials and Generation Z, who are increasingly reaching for vegan milk.

Silk’s new campaign, Silk Tiny Kitchen Concert, features young music artists from several genres, including Danielle Seavey (of Why Don’t We Fame); country music singer-songwriter Britney Spencer; Remix Master JORDY; and R&B musician Auggie.

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“We created the Silk Almondmilk Tiny Kitchen Concert to show how easy it is for milk drinkers to remix their breakfast,” Silk Beverage director Leora Kelly said in a statement.

“We’ve partnered with the next generation of top musicians to spotlight the incredible taste of Silk Almondmilk,” said Kelly. “We all can’t wait to discover their new favorite artists and their new favorite recipes.”

This week, Silk began broadcasting his Tiny Kitchen concert series across his YouTube, TikTok and Instagram channels.

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Fans who share how they use Silk Nut Milk on these platforms can enter to win vegan milk for the rest of the year and a 12-month membership to a music streaming platform of their choice.

Danielle CV to Gen Z’s Vegan Milk

A 2021 report by market research firm The NDP Group found that Millennials and Gen Z are driving growing demand for dairy and meat alternatives, primarily due to their interest in good health, sustainability and animal welfare, and their knowledge of their benefits. Plant based diet in this area.

Research conducted by UK-based dairy co-operative Arla last year also revealed that nearly half of the Z population is “embarrassed” to order dairy milk in public.

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So why are Gen Z reaching for vegan milk? CV – whose two favorite things are music and breakfast – says her choice is inspired by taste and health. “I’m a pretty picky person and to be honest, drinking plain milk has always freaked me out,” CV tells VegNews. “But at some point a friend convinced me to try Silk Almondmilk, and I’ve been hooked ever since.”

“It tastes better,” says Seavey. “And it’s much better for you, especially if you’re trying to cut down on dairy like I am.”

The 23-year-old music artiste considers herself flexible but is staying away from dairy as much as possible. “I think it’s great that more people my age are reaching for plant-based milk alternatives—what’s even better is that we have so many good options to choose from these days when it comes to making the switch,” says Seavey.

“Personally, I made the switch at first because I was looking for a better taste, but the health benefits of being plant-based were actually amazing,” he says.

To appeal to slightly older consumers, Silk’s previous almond milk campaign, Milk of the Land, sampled a popular tune from millennial favorite band Daft Punk.

The next generation of milk moustache

Earlier this year, Silk modernized the milk mustache with a timely dairy-free campaign featuring the children of celebrities including Brooklyn Peltz Beckham, Ella Blue Travolta, Miles O’Neal (including sibling Sharif, and me) who have previously appeared in Dairy Milk ads. included ‘Arah, Shakir, and Amira), and Sailor Brinkley Cook.

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Peltz Beckham—who is the son of Victoria and David Beckham—has been busy showing off her cooking chops on social media with the latest vegan 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.

“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.

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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.

The campaign was centered around sending the message that this next generation milk is connected to what the next generation wants.

“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, which features oat milk as the greatest (GOAT) milk of all time and featured celebrity ambassadors – including Gordon Ramsay, Alicia Silverstone, and Gabi Butler – who are themselves GOATs.

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To promote Next Generation Milk, 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 NextMilk,” 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.