Almond Breeze uses puppies and kittens to state ‘Sweetness isn’t our thing’ in ads for its Barista Blend
Almond Breeze has launched a new campaign for its barista blend of almond milk, with the intention of cutting through the competitive market.
The campaign promotes the low sugar content of Almond Breeze Barista Blend, using puppies and kittens to communicate that “Sweetness isn’t our thing”.
The campaign will be executed across digital and social media marketing, and in OOH in shopping centres.
Chris Mitchell, Daylight Agency executive creative director, said in a statement: “Australians are embracing the health benefits of almond milk and research shows they want to enjoy their almond milk coffee knowing they are drinking the best option available. When asked, most baristas and customers weren’t aware that Barista Blend is so low in sugar. When you’ve got such a strong competitive advantage simplicity is the key, oh, and cuteness.”
Mike McNulty, Blue Diamond Growers country manager for Australia and New Zealand, said: “Our key point of differentiation in this competitive category is the low sugar content of our café almond milk.
“Daylight has cut-through extensive consumer research to create a strong, yet simple message, executed in a likeable and humorous way. The use of irony in the campaign will create a memorable connection with the hip barista and café crowd.”
Credits
Agency: Daylight Agency
Executive Creative Directors: Chris Mitchell, Geoff Corbett
Account Director: Shelley Hammond
Production Company: Social Parade
Director and Producer: Clare Gerber, Briony Benjamin
Media Agency: PMA
