Help the Silk portfolio of products better connect with multicultural audiences by driving taste recognition and leadership in the plant-based dairy category.
People of color embrace flavors as a part of their culture, but plant-based food is not usually known to be flavor-forward. Fortunately, Silk products are rich in taste, so our audience would never have to compromise on it. And when it comes to marketing, there’s a lack of authentic representation in the category, despite the fact that African Americans are the fastest-growing vegan and plant-based-foods consumers in the US, and Hispanics are 19% more likely to consume alternative milk products over the general population.
We created a social-driven taste challenge, encouraging people to swap in Silk products for dairy products, to prove that Silk is so delicious they wouldn’t even miss dairy. To spread the word, we partnered with Kelly Rowland, two BIPOC-owned small businesses and nine charismatic creators across culinary, culture and beyond. The creators called their audiences to join in on the fun and share their best #SwapItWithSilk creations while PR, social and paid media amplified their dairy-free and delicious content.
As of December 2022: