Marketing campaigns, buzz, and… new products?

Some people said they discovered new products, one of them is plant milk. It turns out it’s a wood milk, made from wood, and they saw it on TV, a girl drinks it, together with its creamy arc over the girl’s upper lip, like “Got milk?” ad they saw before. So the questions are: Is milk still a part of lifestyles? People need to drink, besides cow milk, others such as oat milk, soy milk, or wood milk? Or it’s just another marketing campaign?