The girl on the swing returns for Almond Breeze’s first integrated campaign
Almond Breeze has continued its ‘Breeze the Day’ platform in its first integrated campaign.
The campaign sees the return of the girl on the swing, this time in a TVC, demonstrating the lighter feeling a person experiences after drinking the brand’s almond milk.
Breeze the Day was first launched in 2017 with an OOH campaign that displayed the tagline ‘Quality almonds are all it takes’. A second iteration appeared in 2018 with the line ‘The world’s favourite almond milk brand for taste and quality’ that appeared on billboards, in shopping centres and across social.
In the latest campaign, created by Daylight Agency, the brand has fully stepped away from the strategy of communicating ingredient and nutritional benefits of almond milk to target ‘feelings and emotions’ instead.
The new campaign features two 30-second, and one 15-second spot on free-to-air television, and includesOOH, digital and social media marketing.
Michael McNulty, Blue Diamond Growers country manager, said: “The timing is right for a campaign of this magnitude and it captures the very essence of the Almond Breeze brand in
Australia.
“We launched into Australia at a time when almond milk was starting to attract consumer interest with a strategy to own the equity dimensions of taste, quality and natural. Our approach was to drive awareness and trial by employing a simple tagline and memorable image which could both evolve with the brand. Each new campaign phase has successfully built on these mnemonics to further reinforce Almond Breeze as a natural, tasty and quality almond milk.
“We’ve stayed true to our long-term strategy of gradually building momentum and brand awareness resulting in this beautiful campaign which we know will resonate with our consumers and validate our core brand values.”
Geoff Corbett, Daylight Agency executive creative director, said: “The success of Almond Breeze in Australia is gratifying and proves the power of sticking to one brand message over time. The full-scale television commercial is the culmination of powerful brand building and we are excited to utilise the emotional power of TV to appeal to a wider audience who are searching for a healthy milk alternative.
“Our client has taken a bold approach to growing the Almond Breeze brand in Australia and New Zealand and the increase in sales and commercial results are a true indication of a collaborative client and agency partnership.”
Recently, Almond Breeze released a campaign for its barista blend of almond milk, which highlighted the fact that the range was low in sugar.
Client: Blue Diamond Growers
Country Manager Australia/New Zealand: Michael McNulty
Creative Agency: Daylight Agency
Executive Creative Directors: Geoff Corbett, Chris Mitchell
Account Directors: Shelley Hammond, Emma Catchpole
Production Company: Velvet
Director: Jeffrey Darling
Executive Producer: Rona Lewis
Producer: Imogen Darling-Blair
Cinematographer: Jeffrey Darling
Art Director: Jan Hurley
Editorial: Adam Wills
Music: Uncanny Valley
Casting: Toni Higginbotham Casting
Stills Photographer: Jeffrey Darling
Media Agency: PMA
Looks a lot like a So Good ad from 2013.
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…if you compare it with this latest gem from them.
https://www.youtube.com/watch?v=B5dwHWQo5ZU
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