Rebranding
Brand: Silk (coconut milk)
Problem: Plant-based milk is not considered “real milk” by many adults.
Goal: Get more people to drink plant-based milk, by introducing it to teens in a more in a more attractive way. When these teens become adults, they will perceived plant-based milk as “real milk”.
Target: Teenagers who look for new and exciting experiences.
Campaign
Goal: To introduce Silk Infinite to teens, and get them feel connected to the brand.
Message: Some things are better to try as a teen than as an adult.
Tagline: Better when you are young.
