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.

The Idea

Hack your smoothie

The term “hack” has become synonymous with tips and tricks for ways to simplify habits and make your favorite foods healthier. So through TV and pre-roll ads (in English and French-Canadian), banner ads, and Pinterest recipes, we offered consumers smoothie hacks in the form of product suggestions and demonstrated just how easy it is to make smoothies creamy, cut calories, swap ingredients or add protein with Silk.

MASTER ADVERTISEMENT

BROADCAST

BROADCAST

PRE-ROLL

WEBSITE CONTENT

SOCIAL CONTENT: FACEBOOK

SOCIAL CONTENT: PINTEREST

CONTENT

CONTENT

PHOTOGRAPHY

DIGITAL CAMPAIGN ACTIVATION KIT


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