Silk Vanilla Almondmilk
What does Almondmilk even taste like? This common question, and fear
of the answer, often stops consumers from trying the dairy-alternative.
With this in mind, we created a new logo, commercial and print campaign, mnemonic, packaging, as well as digital, to introduce a whole new
audience to the amazing taste of Silk Vanilla Almondmilk.
TV :: "SURE THING"
In this campaign, Phil the Almond, voiced by William H. Macy, initiates taste tests for individuals and breaks down the fear-barrier with his charming demeanor and witty banter. Phil explains why more people prefer Silk Almondmilk their cereal, rather than dairy milk. This allows the viewer to accept the dairy-alternative as a great solution for breakfast and meals, instead of a plain drink.
TV :: "MOM"
Phil explains to Mom that her daughter uses Silk Vanilla Almondmilk because she likes the taste, not because she is lactose intolerant. In this spot, we acknowledge that while Almondmilk is a great substitute to dairy, the product isn't solely for those who cannot enjoy dairy. Almondmilk is far more enjoyable than dairy!
PRINT :: SINGLE PAGE & QUARTER PAGE SPREAD
Two barriers are addressed in this execution. One, the color and texture of the Almondmilk looks similar to dairy milk, therefore abolishing the notion that Almondmilk is visually off-putting. Two, the tone of voice casually addresses the mental barrier of dismissing the product before the audience has a chance to try.
PRINT :: SINGLE PAGE
The tone of voice in this page hits harder on Phil's playful tone, as well as the silly notion that Almondmilk is just for lactose-intolerant individuals.