Silk Beverages Brand Campaign

BRAND CAMPAIGN

THE CHALLENGE

Get Consumers to Adopt a New Behavior for an Established Routine

Silk Beverages wanted to increase sales in Canada. But instead of creating a general awareness campaign, they wanted to focus on usage – specifically using Silk as a base for smoothies. To do this, we would need to persuade consumers to break from their normal smoothie-making routine and use Silk in place of water or juice.

THE STRATEGY

A Better Smoothie Starts with Silk

People are continuously looking for ways to simplify their habits and make their favorite foods healthier. Consumers who may already buy Silk for other uses may be using water or juice in their smoothies without realizing their smoothies may be lacking. So we set forth to introduce Silk as a better way to make a smoothie, whatever someone’s health or taste goals may be.