Chilk

Brief

Introducing Chilk, where dairy and poultry meet at room temperature.

Brace yourselves for a drink that is nothing more than a cruel joke. Served slightly above room temperature, Chilk is a flavor explosion. Forget Jesus and other overrated health trends; Chilk is now available in various flavors nobody could ever want.

Challenges

The Coronavirus strikes. Clients go bananas, and agencies become bored. How can a creative agency stay sharp? Create a product so horrific that the mere mention triggers people to dry heave. Then what? Obviously, the goal now is to make it real! Branded logos, apparel, social media, and a website where you can do everything except purchase the product are next. But who is going to finance all of this? Nobody.

Solution

Get to work. The name was simple. CHILK is a perfectly detestable identity for a wonderfully repellent food or beverage. With a slightly off-color green, the nestled chicken logo is simply iconic and alludes to something possible. Tepid dairy with room-temperature poultry. What other color could this be? A website riddled with snark, outlandish, non-medical, and unsupported scientific claims. Social media is a must. Hats, t-shirts, sandals, and anything else on which a logo can be imprinted.

Results

Chilk is a website riddled with snark, outlandish, non-medical, and unsupported scientific claims, social media accounts, and apparel, including hats, T-shirts, sandals, and anything else on which a logo can be imprinted. It continues to be the source of many laughs, odd looks from clients, and unwelcome award nominations.