MEYENBERG GOAT MILK “GOAT MILK TO THE RESCUE” • CD & writer

Some products are so appealing, they just sell themselves. Goat milk, however, is not one of those products. Despite being objectively healthier than cow dairy and much less industrialized, most people find goat milk strange and undesirable, and others have no idea it’s even a thing. Plus, goat milk is twice as expensive as cow and plant milks. So you can see why converting people to goat milk would be a monumental challenge. That’s why we went big, bold and premium. We gave Meyenberg a modern look that stands out on the shelves, a voice that commands attention, and a personality you can’t help but to like.

Events were a great way for Meyenberg to activate on a modest budget. We conceived and produced a goat yoga event with 35 wellness influencers, where there were goat milk samples and goat selfies galore.

We also teamed up with CUESA, the Center for Urban Education about Sustainable Agriculture, during their annual “Goat Fest.” We passed out over 2500 samples of goat milk that day and participated in cooking demos and educational events.