To raise the profile of Silk Nextmilk, the Danone North America brand is taking the legendary “Got milk?” campaign and its iconic milk mustaches for a plant-based spin.

Silk Nextmilk is made with oat milk, soy protein, and coconut oil, as well as coconut milk and coconut cream, to mimic the flavour and feel of cow’s milk.

The campaign uses celebrities with well-known surnames, even if they aren’t as well-known as their parents. The nepo babies featured are Brooklyn Beckham, Ella Bleu Travolta, Sailor Brinkley Cook, and Myles O’Neal, children of celebrities like David and Victoria Beckham, John Travolta and Kelly Preston, Christie Brinkley, and Shaquille O’Neal.

While the influencers have dabbled in music, film, fashion, and food, they are most likely best known as the children of celebrities, which ties the campaign — intentionally or unintentionally — into the current fascination and controversy surrounding so-called “nepo babies,” whose success is often attributed to their parents’ high profiles. They represent a new generation of consumers who are increasingly looking for plant-based alternatives, according to Silk.