With rising inflation, Silk was facing a sales decline. Light users, who are the majority of plant based beverage (PBB) buyers, were switching to private label or cutting out PBBs entirely in favor of cheaper dairy milk. They weren’t convinced that Silk was adding enough value to justify the extra cost.

Silk’s objective was to win these light users back and own the morning, which is the top PBB consumption occasion. To do this, they needed to shift perceptions of the entire category: from a light dairy alternative to a powerhouse of plant nutrition in its own right. Because people strive to eat a diverse diet rich in plants - but they weren’t yet seeing PBBs as a way to do it.

Silk’s new platform, “Feel Plenty Good,” shows the value of PBBs by speaking to the physical and emotional benefits that Silk’s healthy plant goodness brings to your life.

For the Silk’s “Feel Planty Good” campaign launch, the idea of “authenticity” was pivotal in choosing the right story to tell. As news of Jeremy Renner’s continued recovery post-accident circulated towards the end of 2023, and discovering that Renner himself uses Silk every morning in his routine, it became clear that revealing the incredible extent of Jeremy’s recovery by casting him in the campaign would meet the definition of “authentic” storytelling in a way that nobody else could.

When Silk approached Jeremy about the opportunity, he loved that the brand hoped to cast his real-life daughter, Ava, alongside him. By recognizing the massive role of support and motivation she played throughout Jeremy’s recovery, Silk added another layer of authenticity and emotion to the campaign. In the end, he left the decision of accepting the project up to her, saying, “If she’s in, I’m in.” And thankfully, she was.