Thread by @kdlafrance

#CPG prediction: Cows' milk will have a revolutionary comeback.

For all the households switching to plant-based milks, I'd garner a guess there's just as many (if not more) staying true to cow's milk.

Right now, there aren't any unique brands.

Here's how I'd approach it 👇

First, I'd put a major focus on product + ops

Really high quality ingredient sourcing, focus on added benefits (lower sugar, no added growth hormones, higher protein, lactose-free options), and extremely humane dairy farming.

Fairlife was onto something... until they tortured cows.

Trigger warning— this video shows graphic abuse of animals.

vimeo.com/340292407

Next: Branding, branding, branding.

Go to your grocery store and look how bland the selection of cows' milk is— standing out on shelves would be v important (and not too hard).

I'm thinking bright colors, retro vibe, a little nostalgia for 90's kids...

Think Magic Spoon or Wholly Vegetable... but for milk.

Give the brand an identity that people are *excited by* and feel *connected to.*

Also something you'd be proud to have in your fridge.

To recap:

1. Product/ops
2. Visual Branding

Now #3 feels like a turnkey point...

3. Storytelling + contextual branding

Let's dig into this 👇

Why do I buy gatorade over powerade? Storytelling.

Why do I spend more to have a stock of @uglydrinks instead of La Croix? Contextual branding (what it says about me).

Why do I buy $58 t-shirts from Lululemon?

I think you're getting it...

For a product that doesn't *require* much brand loyalty from customers, building contextual connection/brand would be key.

What does this milk say about me? About my family? About what I care about?

Here's how I'd approach this tactically 👇

-Visual storytelling (meet our cows!)

-Demystifying dairy + opinionated content (yall know milk is like... good for you right?)

-Give-back programs (I'd look at working with schools, homeless shelters, daycares, hospitals, etc.)

-Local distribution (MILK TRUCKS IN KEY MARKETS)

-Community building (what do the target customers truly care about and how would you build content + community around it?)

-Local farmers markets (we love small retail)

-Brand partnerships (Last Crumb, Magic Spoon, Oats Overnight, Madhappy...)

-Unique flavor launches/drops

Idk, Expo West really got me thinking about this...

Plant-based is getting a tad... exhausting.

And I will *never* agree that any milk substitute is actually a good substitute for the real thing 🤷‍♀️

Think about the product expansion potential out of this, too...

TLDR; MAKE DAIRY COOL AGAIN!!!

And yes— I am one of those people who drinks 2-3 full glasses of milk/day. Don't even @ me.

Thoughts?