REGIONAL PRODUCT LAUNCH

Case Study

THE CHALLENGE

Overcome product misperception
to secure national distribution

Sir Bananas was a US market-first product, made with real bananas and milk. For its regional launch, we needed shoppers to add it to their carts so we could secure national distribution. But flavored milks are perceived to be artificial treats – an unattractive proposition to moms. We needed to counter this age-old perception and appeal to both moms and kids.

THE STRATEGY

Create a digital content-first campaign

While parents and kids may not share the same interests in food and nutrition, they do in entertainment. Parents enjoy watching “kids’” entertainment, including digital content, when bonding with family. Inspired by GIFs, we created an ingredient-forward, digital content-first campaign designed to engage moms and kids.

The Idea

This milk is bananas

A declaration of nutrition and demonstration of personality, this statement came to life in a series of digital videos, an original branded song, a Tumblr-style website, recipes, influencer and retailer activation kits, and more than 85 pieces of social content. Within weeks the campaign drove trial, established positive social sentiment, and secured national distribution.

PRE-ROLL VIDEOS

PRE-ROLL VIDEOS

WEBSITE AND CONTENT

RECIPE CONTENT: PINTEREST

SOCIAL CONTENT: FACEBOOK

IN-STORE & FSI

SOCIAL INFLUENCER KIT

CAMPAIGN ACTIVATION KIT


MORE WORK