Need Milk? Get Soy, Say CL Ads

Campaign Attempts to Make Silk Brand Soy Milk ‘Approachable’
CHICAGO–Carmichael Lynch positions Silk brand soy milk as a “fun and approachable” product in a campaign aimed at mainstream consumers.
White Wave Inc., Boulder, Colo., is attempting to shed soy milk’s image as a stodgy health food in its introductory branding campaign for Silk.
“It’s anything but stodgy,” said Randy Hughes, an associate creative director at the Minneapolis agency. “It’s very contemporary.”
The campaign uses cereal as a suggested way to incorporate soy milk into a daily diet.