Client: Ripple
Date: Feb 2017
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Pea-based milk brand Ripple has been on a mission to brand itself as the crème de la crème of the non-dairy milk category. To try and prove its superior status, the brand has created an 8-bit game that it hopes will give players a fun and retro way to learn about the health benefits of milk that is made from peas.

Created in partnership with agency VMG Creative, the game prompts players to answer questions like “Should milk shower you in sugar?” and “Should milk be a good source of protein?” After each question, the game serves up facts that explain why Ripple’s products are healthier than the likes of almond, coconut and cashew milk. Digital and social ads, seen below, are directing people to the game.

While the game is largely focused around cementing Ripple’s status as a flavorful and healthier alternative to other non-dairy milks, it also takes a swipe at dairy milk. In the game, Ripple says that its milk has “half the sugar” and “a whopping 50% more calcium” than dairy milk (a claim that’s substantiated when compared to Dean’s – one cup of Dean’s Whole Milk contains 11 grams of sugar and 30% calcium).

Ripple’s criticism of dairy milk is largely in response to a recently proposed bill called the “Dairy Pride Act” that some members of Congress are trying to pass. The lawmakers involved with the bill are arguing that plant-based beverages like coconut and almond milk shouldn’t be allowed to call themselves “milk” since the Food and Drug Administration defines the drink as a “lacteal secretion” that is “obtained by the complete milking of one or more healthy cows.”