Marketing In The News: Nepo Babies Meet Silk Milk
As I was scrolling through Marketing Dive for the latest update in the world of marketing, I came across an intriguing piece that caught my eye. It was an article that discussed milk mustaches, a trend that I had been fond of as a child. As I dove into the article, I discovered that it centered around Silk's latest milk campaign featuring the collaboration with nepotism babies. The concept of nepo babies was recently introduced to me, and I was yearning to learn more.
Silk Nextmilk, a popular plant-based beverage brand, made waves with its recent partnership with several high-profile personalities who are often referred to as "Nepotism babies". Among them are Brooklyn Peltz Beckham, Ella Bleu Travolta, and Myles O’Neal who were selected to represent Silk in an extensive advertising campaign spanning social media, billboards, and other media platforms. But before diving into the specifics of this collaboration, let's first explore who Silk is and why this collaboration is noteworthy.
Overall, the value proposition of Silk centers around offering high-quality, plant-based dairy alternatives that provide health benefits, are sustainable, and cater to a variety of preferences. As a brand, Silk greatly emphasizes the benefits of plant-based diets. By eating plant-based foods, people can obtain higher levels of essential nutrients such as potassium, fiber, Vitamin C, Vitamin A, and folate. Silk shares this belief in the power of plants.
In their most recent ad campaign, Silk teamed up with "Nepotism babies ". Nepo babies for short, refer to children of celebrities who have achieved success in their careers that run parallel to their parents' careers. As a result of nepotism, these children only succeed due to their parents' fame. So, why has Silk chosen to collaborate with these personalities?
Silk has decided to revamp the old "Got Milk?" campaign. The goal of this marketing campaign is to welcome the next generation of milk drinkers. The selected individuals who are the new faces of Silk are either entirely plant-based or advocate for the benefits of using such products. In addition, these celebrities all have a famous parent that previously sported a milk mustache for “Got Milk?"
The efforts seek to promote the profile of a plant-based milk alternative by featuring the “next generation" of influential individuals. The campaign highlights how these well-known stars are creating their own legacies by sharing their love for plant-based products through the Silk Nextmilk campaign. Silks' marketing solution is unique and I would have done the same thing if I were the product manager. Silk implemented the use of a buyer persona. They use next-gen influencers to reach out to the next generation of milk drinkers and to promote the benefits of plant-based products. Silk has also utilized social media like TikTok with its Milk mustache filter to further spread its message.
This assignment allowed me to step into the shoes of a brand or product manager. I gained insight into the creative campaigns and marketing strategies used to promote a brand's message. It made me more aware of the evolving nature of marketing and the various methods used by marketers to spread brand awareness.
Article: https://www.marketingdive.com/news/silk-plant-based-milk-influencer-marketing/643296/
Ad 1 https://static-prod.adweek.com/wp-content/uploads/2023/02/Silk-Nextmilk-mustache-ONealFamily-2023.jpg
Ad 2 https://i.ebayimg.com/images/g/9S8AAOSwOcRjYFXD/s-l500.jpg
Ad 3 https://i.dailymail.co.uk/1s/2023/02/22/15/67964505-0-image-a-43_1677080773703.jpg
Comments
Post a Comment