TL;DR (A QUICK SUMMARY)

Blue Diamond Almond Breeze has been the leading almondmilk brand in the US for the past four years. However, with the growth of private label brands and fierce entrants like oat milk, Almond Breeze was in need of a platform to maintain its leadership position and differentiate itself from other category players.

THE BRIEF

Background

Almond Breeze previously found success converting category users through its compelling quality, orchard-to-table promise, but the platform wasn’t taste-forward enough to attract consumers at their desired rate.

Challenge

Too many milks widening the consideration set.

From Netflix to the milk aisle, we are burdened with the paradox of choice. The cornucopia of milk choices makes it hard to commit to one when there’s always news about what’s good and what’s bad, new cartons and new claims, and new category entrants with a frenzy of stylized ads. The noise around the milk game causes cognitive overload and keeps people bouncing on their search for the next best thing... or defaulting to tried and true dairy.

Assignment

Deliver a taste-forward communication platform, supported by quality, with undeniable brand linkage for Almond Breeze.

Target

The Modern Household that purchase both dairy and plant-based milks.

Households who primarily drinks dairy, but you’ll find two milks in their fridge. Their two milk house has dairy as default and at least one plant-based milk on rotation - they don’t know when to stop looking.

Audience Tension

Whether pure perception, an acquired taste, or an aversion based on a past negative experience, they don’t think that almondmilk will taste good.

Product Truth

Almond Breeze gives them a taste no plant-based milk can. Drinking Breeze changes their mind and puts almondmilk back on top. The taste experience is mouthwatering, not watered-down; light and creamy; fresh and delicious. And not too sweet. Blue Diamond elevates the almond and legitimizes its quality positioning Breeze as a cut above - the tried and true plant-based milk they’re looking for.

Strategy

As obsessed with taste as you are.

What we care about most is what you care about most. Delicious milk for life. We know the almond well and have been mastering the art of almondmilk for decades. We know it’s the tastiest because our family is just like your family -- except we work in an orchard. Let our obsession become your obsession.

Brand Platform

Irresistibly Delicious.

The perfect combination of love and the best almonds make Almond Breeze irresistibly delicious. This distinct brand platform celebrates the unlimited taste-forward, real life stories about Breeze fans, products, flavors, seasons, recipes and growers with a poppy brand hook (More Almond Breeze, please) you’ll never forget.