MilkPEP and Gale are fully committed to the joke, treating Wood Milk as though it were an early-stage startup, Simms said. An “ecosystem” around the campaign includes a website with a parody FAQ selling Wood Milk merchandise (T-shirts reading “Got Wood?” and “Does A Body Wood”). There are dedicated Wood Milk social accounts on Facebook, Twitter, Instagram and Tik Tok. There's a fake press release. There's also a not-fake charitable component, in which MilkPEP is contributing 10,000 trees through One Tree Planted.
“It’s not like this is just a 15-second bumper on YouTube,” Simms said, adding that “dozens” of pieces of content are being prepared to run on social channels. “There's a lot of ways to explore the content, all of which we think just gets funnier and funnier as you continue to watch it, and continues to reinforce the point that anything can be made into milk nowadays.”
In February, the Food and Drug Administration issued draft rules that allowed plant-based beverages such as almond milk, soy milk and rice milk to continue to call themselves “milk,” saying consumers aren’t confused by the difference between them and dairy milk. MilkPEP CEO Yin Woon Rani called that ruling “unfortunate,” but noted the same document suggested beverages calling themselves milk should include extra nutrition labels to note where they differ in nutrient content versus dairy milk.
These issues framed up Wood Milk, which was completed in five weeks.