The milk mustache returns, the ad campaign was retired in 2014, as a joke about nondairy 'milks'
The new ad finishes with the reveal, when Plaza takes a sip of her product and it leaves that telltale mustache — just like the ones from milk’s original campaign — only this one looks like it has bits of sawdust clinging to it. “Is wood milk real? Absolutely not. Only real milk is real,” she says, then pauses. “Then what did I invest in?!”And so concluded the revival of an advertising juggernaut, only transformed for these wildly different times.
Consumers, particularly the younger millennials and Gen Zers that Big Dairy wants so badly to win back from the clutches of oat milk and its plant-based ilk, are evermore cynical — and so straightforward testimonials from the rich and famous telling us how good milk is for us simply aren’t the order of the day.
And milk mustaches have already been deployed with irony: Plant-based brand Silk Nextmilk earlier this yearfeaturing nepo-babies such as Brooklyn Beckham and Ella Bleu Travolta , whose parents had once posed for the original dairy campaign.
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