Soy, coconut and almond milks are saying they're healthier than real milk. But why? What's in them? Well, we created a website to celebrate just that: all the ingredients that go into imitation milk. The Science of Imitation Milk asks you to call on your inner Mr Wizard and make a batch of imitation milk, using your phone as a remote control for the experiment.

Launch the campaign
Published
November 2012
Topics

The Story

Soy, coconut and almond milks are saying they're healthier than real milk. But why? What's in them? Well, we created a website to celebrate just that: all the ingredients that go into imitation milk. The Science of Imitation Milk asks you to call on your inner Mr Wizard and make a batch of imitation milk, using your phone as a remote control for the experiment.

We created a fun interactive and educational experience to inform people of the curious-sounding ingredients. For the first time in advertising, we let you sync your phone or tablet with your desktop to create a remote control for the experiment. From shelling soybeans and cracking coconuts to really shaking a beaker of imitation milk, the site delivers an engaging experience that extends beyond just the computer and into the hands of you, the consumer.

The Technology

The Results

The website got people thinking. Thinking about zinc gluconate, xanthan gum and other ingredients that go into imitation milk. And about how those ingredients aren’t found in dairy milk. On average, people spent over eight minutes on the site learning about imitation milk, compared to just six minutes checking email. The website also had significantly more California traffic (88%) than the previous got milk? microsite had.

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Mr. Wizard DVDS watched for reference

12

ingredients in Imitation Milk

3

ingredients in real milk

Launch Date May 14, 2012