To position its products as a milk alternative for the whole family and not just health-conscious moms, Silk hit the road from April 1 to May 8 in a fleet of graphic-wrapped Ford Flex’s and Dodge Sprinters to visit 10 markets on the East and West coasts and the Midwest. The tour is an extension of the brand’s Silk for Milk 10-day Challenge TV and digital campaign that encourages folks to go to switchtosilk.com and switch the whole family from milk to Silk for 10 days. It’s also an opportunity to sample Silk’s entire portfolio of products, including PureAlmond and PureCoconut flavors.
At each stop, the brand sets up a sampling booth with 10-foot inflatable Silk cartons, as well as tents, tables and chairs where consumers can sit and sample the product over cereal. Consumers are also encouraged to sign up for the 10-day challenge on laptops, touchscreen computers and iPads in exchange for branded totes and coupons. The brand also equips a street team with Silk carton-shaped backpacks that are mobile beverage dispensers. The brand hopes to sample a million tastes of Silk products over the course of the campaign.
“We want consumers to view Silk as something the whole family will enjoy,” Jennifer Hartley, marketing director at Silk, told Buzz. “And though we do advertising there are still a lot of consumers that don’t realize that we have products beyond our core soy business, so this is a great opportunity to get in front of consumers to sample our broad range of options.” Agency: Elite Marketing Group, New York City.