Media Edge: MilkPEP launches fake brand in new creative featuring Aubrey Plaza
Media Sales Lead: Milk Processors Education Program (MilkPEP) launched a fake brand called "Wood Milk" as part of its newest ad campaign. Aubrey Plaza stars in multiple video ads announcing the fake brand. The organization went as far as creating Wood Milk Facebook, Twitter, Instagram, TikTok, and YouTube accounts. It will support the campaign across broadcast, social media, and OOH. MilkPEP's creative AOR, Gale, created the push.
Key Lead Takeaways: Reach out now to offer last-minute campaign ad space. The organization will likely ramp up ad spend for the next few months.
Target demographic: Gen-Zers, Gen Alpha, and millennial parents
Key Spend Notes:
- MilkPEP has been decreasing ad spend for the past couple of years, but it seems poised to return to higher spending levels.
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes MilkPEP under Food & Beverage: Dairy, Eggs, & Cheese**
- 2023 YTD Spend: $40.3k
- 2022 FY Spend: $74.5k
- 2021 FY Spend: $4.3m
- 2020 FY Spend: $1.5m
Ad Flight Breakdown (by spend): MilkPEP has aired one spot in 2023: "It Doesn't Matter."
Top Daypart (by impressions): Early Morning (85.7k), Weekend Day (79.5k), Weekend Afternoon (72.9k), Primetime (28.8k), and Early Fringe (28.8k).
Top Networks (by spend): Bally Sports Ohio.
Top Shows (by spend): Inside Ohio State Athletics, Behind the Battle, and Inside the Association.
Top Industry/Vertical Spenders (by spend): Planet Oat (17%), Almond Breeze (15%), Daisy (12%), Yoplait (9%), and Sargento (8%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes MilkPEP under Non-Alcoholic Beverages**
2023 YTD Spend: $1m
2022 FY Spend: $5.7m
2021 FY Spend: $3.5m
2020 FY Spend: $10.5m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $328.8k
- Q2 2022 Spend: $575.3k
- Q3 2022 Spend: $1.6m
- Q4 2022 Spend: $3.2m
Impressions: 121.6m
Top Ad Types (by spend: Instagram (37%), Facebook (26%), desktop video (17%), mobile display (11%), desktop display (7%), and YouTube (2%).
Top Purchase Channels: Direct (99%) and Google AdX+AdSense (1%).
Top Publishers: instagram.com, facebook.com, twitch.tv, univision.com, and iheart.com.
Top Industry/Vertical Spenders: Pedialyte (7%), Tropicana (7%), Red Bull (6%), Coke (6%), and Naked Juice (4%).
Top Creative (by spend; see below): Pathmatics reports that 84 creatives have run during 2023 (note that not all creatives debuted in 2023).
Current Agency Roster:
- GALE: creative AOR
- Weber Shandwick: digital
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
