Why Don’t We’s Daniel Seavey Says This Is Why Gen Z Reaches for Vegan Milk

Dairy milk campaigns—just like the trade’s try and revive the “Bought Milk” advertisements—are out of tune with what youthful generations need. That is why Danone-owned Silk’s new campaigns are designed to resonate with Millennials and Technology Z, who’re more and more reaching for vegan milk.

Silk’s latest marketing campaign, Silk Tiny Kitchen Live shows, options younger musical artists throughout a number of genres, together with Daniel Seavey (of Why Don’t We fame); nation music singer-songwriter Brittney Spencer; remix grasp JORDY; and R&B musical artist Ogi.

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“We’ve created the Silk Almondmilk Tiny Kitchen Live shows to indicate how simple it’s for milk drinkers to remix their morning breakfast” Leora Kelley, Director of Silk Drinks, mentioned in an announcement.

“We’ve got partnered with the subsequent technology of prime musicians to highlight the unbelievable style of Silk Almondmilk,” Kelley mentioned. “We are able to’t wait for everybody to find their new favourite artists and their new favourite recipes.”

This week, Silk started airing its Tiny Kitchen Live performance sequence throughout its YouTube, TikTok, and Instagram channels.

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Followers who share how they use Silk’s almond milk on these platforms can enter for an opportunity to win vegan milk for the remainder of the 12 months and a 12-month membership to a music streaming platform of their selection. 

Daniel Seavey on Gen Z’s love of vegan milk

A 2021 report by market analysis agency The NDP Group discovered that Millennials and Gen Z are driving the rising demand for alternate options to dairy and meat, due primarily to their curiosity in higher well being, sustainability, and animal welfare and their data of the advantages of a plant-based eating regimen in these areas. 

Analysis performed final 12 months by UK-based dairy co-operative Arla additionally revealed that just about half of the Gen Z demographic is “ashamed” of ordering dairy milk in public. 

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So why is Gen Z reaching for vegan milk? Seavey—whose two favourite issues are music and breakfast—says his selection is motivated by style and well being. “I’m a fairly choosy individual and to be sincere, ingesting plain milk all the time grossed me out,” Seavey tells VegNews. “However in some unspecified time in the future a buddy satisfied me to strive Silk Almondmilk and ever since then, I’ve been hooked.”

“It simply tastes higher,” Seavey says. “And it’s a lot better for you particularly in the event you’re attempting to chop again on dairy like me.” 

The 23-year-old musical artist considers himself a flexitarian however is shifting away from dairy as a lot as he virtually can. “I believe it’s nice that extra individuals my age are reaching for plant-based milk alternate options—what’s even higher is that we’ve got so many good choices to select from these days when making the swap,” Seavey says.

“Personally, I made the swap at first as a result of I used to be searching for a greater style, however the well being advantages it introduced me from being plant-based has truly been superb,” he says. 

To attraction to barely older shoppers, Silk’s earlier almond milk marketing campaign, Milk of the Land, sampled a well-liked tune from Millennial-favorite band Daft Punk. 

Subsequent technology of milk mustaches

Earlier this 12 months, Silk modernized the milk mustache with a well timed dairy-free marketing campaign that included youngsters of celebrities who’ve beforehand appeared in dairy milk advertisements, together with Brooklyn Peltz Beckham, Ella Bleu Travolta, Myles O’Neal (together with siblings Shareef, Me’Arah, Shaqir, and Amira), and Sailor Brinkley Cook dinner. 

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Peltz Beckham—who’s the son of Victoria and David Beckham—has been busy displaying off his cooking chops on social media, with current vegan dishes similar to lasagna.

“I really like cooking and attempting new recipes with my spouse,” Peltz Beckham mentioned in an announcement. “It’s thrilling to have an choice like Silk Nextmilk once we are doing a plant-based meal.” 

The O’Neal siblings—whose father is known NBA participant and lover of Slutty Vegan’s burgers, Shaquille O’Neal—additionally dabble within the plant-based world, notably dairy-free drinks. 

“Household is extraordinarily essential to me; I’m grateful to have my siblings by my facet as we outline our personal plant-based ‘stache legacy with Silk Nextmilk,” Myles O’Neal mentioned in an announcement. “Including extra plant-based choices into my routine helps preserve issues recent, and I take pleasure in Silk Nextmilk as a base for my morning protein shakes with out lactose.”

Silk’s next-gen vegan milk line

Silk first launched its Nextmilk line final 12 months after a rigorous analysis and growth course of. Accessible in whole-fat and a couple of p.c reduced-fat varieties, the vegan milk is made out of a mixture of plant bases, together with oat, coconut, and soy.

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The corporate formulated the road to imitate dairy on a number of ranges—similar to key dietary elements, molecular composition, and iconic sensory components—to ship an improved plant-based milk-drinking expertise. 

This marketing campaign was additionally centered round sending the message that this subsequent technology of milk is aligned with what the subsequent technology needs.

“Silk Nextmilk is right here for the subsequent technology of milk drinkers, and as a proud vegan and Silk fanatic, I’m thrilled to be one of many first faces repping Silk with a plant-based ‘stache,” Travolta—daughter of actors John Travolta and Kelly Preston—mentioned in an announcement.

“I’m a baking fanatic, so if I’m not ingesting a glass of Silk Nextmilk, I’m including it to a batch of my do-it-yourself plant-based banana bread,” she mentioned. 

Like milk campaigns of the previous, Silk’s next-gen method options celebrities donning vegan milk mustaches throughout social media platforms and on billboards in New York, Los Angeles, and Las Vegas. 

One other outstanding face of the marketing campaign is Brinkley Cook dinner, daughter of legendary supermodel Christie Brinkley who beforehand credited her plant-based eating regimen for sustaining her youthful seems to be.

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“I grew up in a plant-based family, so it’s additional essential for me to achieve for great-tasting merchandise in my eating regimen,” Cook dinner mentioned in an announcement. “I’ve an actual candy tooth and I really like dunking my favourite vegan cookies in Silk Nextmilk.”   

Silk’s superstar milk campaigns

Danone is thought finest for its dairy merchandise however lately, has dug deep into the plant-based trade by means of its WhiteWave suite of manufacturers—which incorporates Silk, So Scrumptious, Vega, and Alpro—which it acquired in 2016 for $12.5 billion. 

Since then, Danone has been investing in boosting these manufacturers in quite a few methods, together with by means of new product strains and celebrity-backed campaigns. Final 12 months, Silk partnered with musical artist Kelly Rowland to assist promote its #SwapItWithSilk style problem on Tik Tok. 

This marketing campaign adopted Silk’s 2021 G.O.A.T. marketing campaign which posited that its oat milk was the Biggest of All Time (G.O.A.T.) milk and featured superstar ambassadors—together with Gordon Ramsay, Alicia Silverstone, and Gabi Butler—who’re the G.O.A.T. in their very own proper. 

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For the next-gen milk marketing campaign, Silk additionally launched a TikTok milk ‘stache filter giveaway which provides followers an opportunity to win a 12 months’s price of Silk Nextmilk and a spot on a billboard in NYC’s Occasions Sq.. All of those components have been chosen to usher in a brand new period of milk promoting for a brand new technology that continues to decide on vegan milk over dairy. 

“With assist from the faces of the subsequent technology, we’re displaying simply how simple it’s to achieve for and luxuriate in plant-based drinks like Silk Nextmilk,” Olivia Sanchez, Vice President of Advertising and marketing, Plant-Based mostly Drinks for Danone North America, mentioned in an announcement.

“As a frontrunner within the plant-based class, we acknowledge that the subsequent technology is curious about incorporating extra plant-based choices into their life,” she mentioned. 

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