• by Fern Siegel , February 22, 2023

Silk Nextmilk has just launched a campaign to promote hits plant-based brand, which has the taste and texture of dairy milk.

The target audience is Gen Z consumers, a demographic that has been vocal in its support of plant-based diets. The new work shows children of celebrities sporting a plant-based mustache, highlighting their milk choice.

The newest faces of Silk Nextmilk are Brooklyn Peltz Beckham, Ella Bleu Travolta, Myles O’Neal (joined by siblings Shareef, Me’Arah, Shaqir and Amirah) and Sailor Brinkley Cook, daughter of supermodel Christie Brinkley.

The creative, by the Orchard agency, runs in DOOH key markets, such as New York, Los Angeles and Las Vegas, celebrity-rich integrations, TikTok, Meta, retail and online.

“I love cooking and trying new recipes with my wife,” said Brooklyn Peltz Beckham, son of former England footballer David Beckham. “It’s exciting to have an option like Silk Nextmilk when we are doing a plant-based meal.”

“Our portfolio, creative, packaging, commercial strategy and brand equity is aimed toward making the world of plant-based approachable and accessible for consumers, particularly as younger and more diverse audiences are open to trying plant-based,” said Olivia Sanchez, vice president of marketing, plant-based beverages for Danone North America.

Viewers can visit silk.com/silknextmilksweeps and TikTok for a chance to win free Silk Nextmilk for a year and be featured in a billboard in Times Square.