case study
More Than Great Taste
synopsis
challenge
solution
The desire for healthier milk alternatives has been growing at a remarkable rate. But with all its success, many people were still disappointed with the taste of soymilk. Blue Diamond® seized this opportunity by going head-to-head with the category leader Silk. A flavorful option with superior taste, Almond Breeze® deployed a strategy that directly attacked the soymilk segment by initially offering a better taste guarantee. Even with its premium price, dissatisfied soymilk customers embraced the brand.
With retail penetration in the dairy case behind them, the task at hand was to build on existing momentum by growing the Almond Breeze brand beyond current alternative milk customers. SAI developed a campaign that spoke directly to the consumers who used traditional dairy milk. It had to convey the natural health benefits of Almond Breeze and what it could bring to their diets as a functional food. It also had to support the promise of great taste that people have come to expect from Blue Diamond. The mission was to leverage the equity of Blue Diamond as the largest snack almond company and stretch the message architecture into the refrigerated milk case.
SAI migrated Blue Diamond’s well-established “More Than a Snack” messaging for snack almonds into the refrigerated milk case. SAI then generated a broader more inclusive messaging platform for Almond Breeze with “More Than Great Taste.” This appealed to women seeking healthier choices, and with its powerful snack nut base, Almond Breeze continued to post double-digit growth as well as a broader footprint. The campaign was supported with magazine ads, online initiatives, POP, as well as merchandising and trial incentives.
