New Zealand oat milk company Boring Oat Milk has teamed up with creative agency Motion Sickness to deliver a provocative new campaign aimed at weaning Kiwis off cow’s milk.
The campaign, called “Quit the Tit”, is a bold move in a nation where much of the economy is built on milk, at least the kind that comes out of a cow. Boring Oat Milk is attempting to provide an alternative.
The campaign features a four step programme, helping Kiwi adults wean themselves off the ‘bovine breast’, according to a media release by Boring Oat Milk and Motion Sickness. “The specially designed ‘Quit Kit’ places product into the hands of hundreds of new customers, giving them a taste of life off the tit. The method is simple: combine the cow’s milk with the oat milk and gradually reduce the ratio until you’ve quit the tit.”
The wider campaign includes Out of Home and a series of satirical testimonial videos from former ‘tit addicts’, directing people to QuitTheTit.com — where you can secure one of these highly coveted kits for free.
Jessie Beasley, head of brand at Boring Oat Milk, says: “It can be scary to quit cold turkey, so we created Quit the Tit to help people move onto Boring with ease. With the Quit Kit programme, cow milk drinkers can slowly wean themselves onto oat milk, and they’ll see that the taste is very similar, if not more delicious, than what they’re used to.”
With each Quit Kit released, Boring Oat Milk gets closer to its goal weaning the entire nation ‘off the tit’. The campaign is running over the next month with hundreds of quit kits already flying off the shelf.
