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The Science of Imitation Milk

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the rundown

Soy, coconut and almond milks are saying they’re healthier than real milk. But why? What’s in them? Well, we created a website to celebrate just that, all the ingredients that go into imitation milk. The Science of Imitation Milk asks you to call on your inner Mr. Wizard and make a batch of imitation milk, using your phone as a remote control for the experiment.

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The Building Blocks

We created a fun interactive and educational experience to inform people of the curious-sounding ingredients. For the first time in advertising, we let you sync your phone or tablet with your desktop to create a remote control for the experiment. From shelling soybeans and cracking coconuts to really shaking a beaker of imitation milk, the site delivers an engaging experience that extends beyond just the computer and into the hands of you, the consumer.

The Votes

The Details

Agency
Brand
California Milk Processors Board
Targeted Regions
  • North America
Marketing Objective
Launch Date
May 14, 2012

The Team

  • Goodby Silverstein & Partners www.goodbysilverstein.com/
  • Jeff Goodby, Co-Chairman, Partner
  • Christian Haas, Executive Creative Director, Associate Partner
  • Carter Debski, Copywriter
  • Maggie Bradshaw, Art Director
  • Cindy Fluitt, Director of Broadcast Production, Associate Partne
  • Leila Seghrouchni, Broadcast Producer
  • Alex Burke, Executive Interactive Producer
  • Maribel Arellano, Interactive Producer
  • Mike Newell, Creative Technologist
  • Robert Riccardi, Managing Partner
  • Kelly Johnson, Account Director
  • Krista Kelly, Account Manager
  • Meredith Williams, Account Manager
  • Aimee ORourke, Assistant Account Manager
  • Mallory Frye, Operations Manager
  • Bonnie Wan, Group Brand Strategy Director
  • Hennrietta Probert, Senior Brand Strategist
  • Alina Schabashevich, Brand Strategist
  • Christine Chen, Director of Communication Strategy
  • Nancy Jeng, Senior Communications Strategist
  • Krista Miyashiro, Communication Strategist
  • Fiona Su, Junior Communication Strategist
  • Heidi Killeen, Business Affairs Associate Manager
  • Silk Tricky silktricky.com/about/
  • California Milk Processors Board
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The Stats

  • 9 Mr. Wizard DVDS watched for reference
  • 12 ingredients in Imitation Milk
  • 3 ingredients in real milk

The Results

The website got people thinking. Thinking about zinc gluconate, xanthan gum and other ingredients that go into imitation milk. And about how those ingredients aren’t found in dairy milk. On average, people spent over eight minutes on the site learning about imitation milk, compared to just six minutes checking e-mail. The website also had significantly more California traffic—88%—than the previous got milk? microsite had.

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