KIKO BORGER 
CREATIVE DIRECTOR/COPYWRITER
SP BR



 

NOTCO 100 NAMES 




What do you do when one of the biggest players of the food industry uses your name?
Call your lawyers? Call your mom? We decided to give them a creative help. 

NotAgency


Copywriter: Fermin Arguiz, Kiko Borger
Art Director:  Fermin Arguiz, Trini Franco
Creative Director: Kiko Borger

Content: Mariana Infantozzi, Macarena Merlo




     

When Danone’s plant-based line Alpro used “Shhh, this is NotMilk” as the name of their plant-based milk, NotCo responded in a unusual way. Instead of complaining or just putting a law sue, we created different options for them. Actually, 100 ones. And invited consumers to do come up with more. 



      .  


The teasing started in our Instagram account. Then, a hotsite for people to contribute was put online.



More than 2.000 names were generated in less than 1 hour, organic mode-on, no sponsorship.
Engagement on social media went up to more than 12%




But the explosion occured on our founder's Linkedin post and atracted a lot of media coverage. 


   



As a final act, we put the message at a place we know Danone couldn’t ignore: the front of their offices.



More news.