BROOMFIELD, Colo. — Silk, the nation's #1 plant based beverage brand, launched a new campaign this week titled "Progress is Perfection", and starring gold medalist and world champion Michael Phelps in an unusual way – as the foil for "Greg", a hardworking everyman who drinks Silk and swims laps a few mornings every week and has no interest in attaining a Phelps-esque level of perfection. Greg, rather than Phelps, is presented as the ideal as Silk highlights that progress, in and of itself, is perfection. Watch the spot: https://www.youtube.com/watch?v=oxC0OHblyk0
"We see a lot of extremes around food and healthy living these days, but that's not real life for most people and Silk recognizes that," said Carlos Veraza, President of Essential Dairy & Plant Based for DanoneWave. "The message of the Progress is Perfection campaign is if you're making choices that are just a little better, however you define 'better', then that is perfection."
The campaign, which reinforces Silk's designation as the official Almondmilk of U.S. Figure Skating, will be supported by broadcast, digital, social and print. Silk believes that any small step towards a healthy, active, and positive life should be considered progress, and that is perfect. This spot is the first of several which will each showcase different types of progress happening in our day-to-day lives but for which we may not give ourselves enough credit. The TV spot created by Fallon Minneapolis helps kick off a multi-channel brand campaign where Silk celebrates the idea that "Progress is Perfection."
"We wouldn't want human perfection for anyone. For 99.9% of us that is an unreachable goal," said Rick Utzinger, Creative Director at Fallon. "Silk commends and salutes people's progress and that, in and of itself, is perfection."
Fallon began working with Silk in 2015, providing strategy and creative for the brand as part of a relationship with Danonewave.
Learn more about Silk and its wide array of plant-based products at https://silk.com.
Fallon Worldwide is a Minneapolis-based advertising agency that's part of Publicis Communications, the hub of creative agencies within Paris-based Publicis Groupe S.A. Fallon clients include Arby's, Comedy Central, H&R Block, Loctite and DanoneWave. Fallon Worldwide is one of the world's most critically acclaimed creativity companies, delivering breakthrough ideas for some of the world's leading brands. Additional information can be found at www.fallon.com.
Silk was founded on a promise to make the world a healthier place. As a steward of the environment, we believe that plant-based foods are the best way to nourish people and the planet. Today we offer a broad portfolio of nutritious, great-tasting plant-based options, including soymilk, almondmilk, cashewmilk, coconutmilk, dairy-free coffee creamers, and dairy-free yogurt alternatives. Silk's entire plant-based portfolio is enrolled in or verified by the Non-GMO Project, and Silk continues to offer three core organic products including Original, Vanilla and Unsweetened. In 2015, we were able to offset 100 percent of our manufacturing water footprint with water restoration certificates. For more information, visit www.Silk.com.
Headquartered in White Plains, New York, and Broomfield, Colorado, the mission of DanoneWave is to bring health through food to as many people as possible via its diverse offering of dairy and plant-based foods in high growth and evolving categories. The ambition of DanoneWave is to produce healthful foods that create economic and social value and nurture natural ecosystems through sustainable agriculture. Every time we eat and drink, we vote for the world we want. And as the largest public benefit corporation in the US, DanoneWave is taking bold steps for social good in North America. DanoneWave is a subsidiary of Danone and more information is available at http://www.danone.com/en/for-all/our-mission-in-action/danone-whitewave/.