Silk

Sip. Savour. Smile.

When Silk improved the taste of their refrigerated Silk Plain, Silk Vanilla and Silk Unsweetened products, they were well positioned to boost up their market share and achieve category growth. It was Spider’s challenge to increase brand awareness and purchase intent, while continuing to lead in the all-important attribute of taste.

Sip. Savour. Smile. was conceived in response to Silk’s need to convey the benefit (taste) of the new formulation in a simple, concise manner across multiple platforms. For four weeks in April, the integrated campaign invited consumers to try the “best-tasting Silk ever.” Women, aged 24-54, were engaged through targeted DM (coupons were used to generate trial), TV, print, contest microsite and online banners. In-store shelf talkers were placed in refrigerated beverage aisles, accompanying floor talkers in cereal and frozen food aisles. The Power of a Smile — a grassroots pop-up photo gallery — was curated and sponsored by Silk during Toronto’s CONTACT Photography Festival. As well, the Silk Facebook fan page was launched with a targeted media buy, helping to further promote the products’ new formulations while reaching out to a broader audience.

The Sip. Savour. Smile. program assisted Silk in its boost to #2 national brand, garnering nearly 37MM media impressions and an online banner click-through rate that proved 5 times the industry average.