How About Not?

When it comes to changing the world, sometimes not doing things is even better than doing them. As one of the leading plant based food companies in Latin America, NotCo and its flagship product NotMilk, were relatively unknown in the United States. A market filled with a million other plant based milks that nobody cared about anymore. The thing is, NotMilk is different. With a whole new set of ingredients like pea protein mixed with sunflower oil, pineapple, cabbage and something called a chicory root, it’s a surprisingly big step forward compared to everything else. So what’s the problem? Well, people have been told this before. Only to be let down by drinking stuff that tastes nothing like real milk. So we set out to prove that NotMilk was different by highlighting all the things NotMilk is not. From the streets of NYC to San Francisco, Boston, Houston, Atlanta, Chi-Town, Miami, LA and everywhere else online. There were over 1,000 executions, from bus shelters to store fronts, wallscapes to billboards, boats to trolleys. NotMilk was everywhere. Inspiring each and every one of us to push the limits of not doing. The results? Awareness went up by double digits in four of eight major cities. Over 60,000 people tried NotMilk. 7,000 of them signed-up for NotRewards. Helping NotCo get on more shelves than ever before. NotMilk by NotCo. How About Not?