Misinformation has exploded into the top 5 major problems facing the US today (source: Statista, 2019). Milk is no stranger to misinformation as California’s naysayers continued to create doubt by placing it on the “canceled” list. As the cancel conversation began rising, so too did the level of absurdity. With the gloves off, we began aligning milk with all things wholesome and good... The very things Californians undoubtedly love. Grandmas and puppies? Canceled! Songbirds and Soccer? Canceled! Weekends and picnics? Canceled!
Teaming up with actor Brian Baumgartner from the Office and Julissa Calderon from Netflix’s Gentefied – we took to the streets and challenged people to doubt what they loved. Californians weren’t having it.
Good news travels fast, and in our case— far! In the first week of the campaign’s launch, we reached 1B+ earned media impressions through our digital press kit and interviews with our leads, Brian and Julissa. Disinformation won’t stand a chance against the rapid speed of reassurance as we continue to remind people to never doubt what they love!