Plant-based milk brand Silk has rolled out a campaign featuring Snapchat star DJ Khaled and tennis player Venus Williams to promote its new ‘#DoPlants’ ethos.
The campaign, created by Fallon, is the first work the agency has done for the brand after winning the business late last year. It launches as non-dairy milk offerings continue to gain popularity among consumers. Sales of non-dairy milk in the US grew nine percent last year to $1.9bn, while sales of dairy milk decreased seven percent to $17.8bn, according to research from Mintel.
One spot features a Snapchat story from DJ Khaled that shows him making a banana smoothie with Silk’s almond milk. Another shows Williams whacking a tennis ball on the court before she sits down on a bench and drinks some Silk soy milk. Both spots feature a pump-up track while the words ‘Do Plants’ continually flash across the screen.
The spots are a far cry from some of Silk’s previous spots, which featured an animated almond character as he tries to convince leery consumers that plant-based milks taste good and are a healthier alternative to dairy milk.
Aside from the commercials, the campaign includes a revamped website as well as print ads. The brand is also launching a ‘Path to Plants’ digital series that will star Williams and “other plant advocates.”