Silk

CHALLENGE:

Plant-based milk alternative beverages was an underdeveloped category for Latin consumers due to lack of consumer knowledge of it and strong loyalty to dairy milk.

CONSUMER'S PERSONAL STORY:

First- and second generation bilingual Latin consumers who might have been lactose intolerant and/or who sought a tasty alternative to dairy milk.

CULTURAL TRIGGER:

"Dairy milk has been an essential part of my life. If it provides the nutrition and taste that I’m looking for, why should I switch."

CULTURALLY RELEVANT SOLUTIONS:

Executed in-store initiatives at key retailers in specific DMAs. Brand ambassadors educated consumers and drove trial. Created collateral materials and demo kits. Implemented innovative shopper programs as part of a holistic marketing campaign.

RESULT

Closed gap with General Market consumer.

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