Silk

We're Growing With You

Project Date: May 2021

Roles: Copywriting, Brand Equity, Brand Strategy, Product Marketing, Digital Media Marketing and Influencer Partnership

Background:

Silk's position in the non-dairy alternative market both as a market leader and innovator spawned an opportunity to highlight both of these factors that differentiate Silk from the rest of the pack. Intent on leveraging both Silk's brand equity and its first mover advantage in launching a new non-dairy heavy whipping cream,

Based on the industry-wide research on non-dairy consumers, we were able to find out Silk's target market was primarily Millenials with young families, and this campaign was designed in a way to empathetically reach them where they're at in their lives, as well. 

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"We're Growing With You" Campaign Tagline

Overview

Silk’s brand encompasses a variety of sweetened and unsweetened dairy substitutes with middleweight prices. While Silk enjoys the strengths of having a diverse product line and a number of performing TV advertisements, the lack of educational marketing campaigns makes growth oriented marketing difficult. Furthermore, Silk’s plant-based products have successfully garnered the attention of younger generations, but have yet to be adopted by audiences over the age of 45. Moving forward, the cultural and social trends listed below will lead to potential risks and opportunities for Silk in the form of branded collaborations in such a competitive market. 

Campaign Timeline

As one of the main purposes of the influencer advertisement is to demonstrate how versatile and useful Silk products are and the different product offerings Silk has to offer, we are proposing to run the influencer Silk product recipe video for the entire year of 2021.  

The digital google advertisement will run from October 2021 - December 2021 as this is a holiday-themed ad meant to attract individuals to one of Silk’s newer products: Silk’s dairy free whipping cream, and to demonstrate that even during the holidays people can still create and share wonderful foods such as a homemade whipped cream for pumpkin pie with a plant-based product. 

Lastly, we are proposing to run the Commercial advertisement from August - November to demonstrate that even when you’re trying to hammer out a new routine and life gets a little more hectic when events such as school and new schedules begin, Silk is there to support you. 

Campaign 1: Social Media Influencer Advertisement

Message Analysis: Our first advertisement is a mock-up of our influencer advertisement. We will hire a famous social media baker to create a video of several baking recipes that incorporate silk products such as our silk non-dairy whipping cream and silk almond milk. The purpose of this is to demonstrate how easy it is to incorporate silk into different recipes, as well as demonstrate the nutritional content and benefits of Silk products. Through this video, consumers can view an honest review of our products from a trusted source. It is likely that the consumers that view this ad will already utilize non-dairy products, however this brings the value of demonstrating how to further utilize non-dairy products in ways that are more advanced than simply pouring some almond milk in some cereal or a smoothie.

Placement Analysis: This advertisement and video will be placed on Facebook, Instagram, and Youtube, as these are sources most frequented by our target demographic to access influencer content. 

Target Audience: The target audience for this advertisement is inline with the results of the target analysis: higher income levels of millenials that are “flexitarians,” care about the health benefits of plant-based foods, and are adventurous, meaning they like to try new ways to prepare foods. This demographic also commonly utilizes social media to obtain new information about different products. 

Campaign 2: Digital Advertisement

Message Analysis: In this digital Google advertisement mock-up, Silk is representing their non-dairy whipping cream to provide customers with a healthy, plant-based option to use in recipes to share with families over the holidays. As a brand, Silk understands that a large proportion of their segment: millennials, may be experiencing a lot of “firsts” in their lives. For example, they may be experiencing a “first” Thanksgiving with their in-laws, having a first Christmas with kids, may be hosting a holiday event for the first time, etc. Silk is there to support customers through these transitional points in life and will help to make these moments both special and memorable. This message is translated via this mock-up of a digital advertisement with a picture of silk’s newest non-dairy whipping cream alternative behind a big piece of pumpkin pie with the resulting homemade non-dairy whipped cream. The transitional message is communicated via our campaign tagline: “We’re growing with you.”

Placement Analysis: We will utilize the Google Ad Display Network so that individuals that are likely to be interested in Silk products will be exposed to this advertisement.

Target Audience: This advertisement is specifically targeting millennials at transitional points in their lives. This includes millenials that are starting new families, joining new families, and starting their own traditions around the holidays. Silk wants to provide millenials with tools to help them live the healthy, plant-based lifestyle many vegetarian, flexitarian, and more adventurous-spirited millennials crave. 

Campaign 3: Streaming Service Commercial

Message Analysis: 

What is said: The commercial is depicting a young mother that is trying to get her kids ready for school out the door and to go to work. She is a single mother that has a lot of responsibility. Even though she doesn’t have a lot of time to eat in the morning, she can still grab a bowl of cereal with Silk. 
Why it is said: Silk understands its consumers are in periods of their lives where a lot of change and growth may be happening. When life gets crazy, Silk is there to support its consumers every step of the way no matter what.
How it is said: Via a commercial clip of a woman getting her family ready for their day. 

Placement Analysis: We will place this ad online in streaming services such as Hulu, Peacock, and Youtube

Target Audience:

Demographics: This is targeting busy millennials with families.  
Psychographics: “Flexitarians,” those who incorporate vegetarian/vegan foods into foods, millenials: these individuals see it as a priority to make healthy diet exercise and lifestyle choices, generation that is open to trying new and alternative products, more adventurous - people receptive to recommendations from social media ads/influencers
Usage Behaviors: Buy based on health benefits, taste, and nutrition
Consumption Constellation: As we’re targeting a demographic interested in improving their health, these users are also more likely to use fitness trackers, follow exercise trends that are commonly seen on social media, looking for products that help their families live a healthier lifestyle - such as silk non-dairy whipping cream

Budget Proposal and Breakdown

Total Budget: $400,000

SWOTT Analysis

Strengths

Silk’s product line boasts the advantage of several product categories within the realm of dairy substitutes, all of which have clear differentiation. This allows Silk to compete with different brands and secure a larger portion of the market share.

Silk’s outbound marketing tactics primarily consist of TV ads, social media, and influencer marketing. On average, Silk spent roughly $6.9 million on TV ads for nearly 730 million impressions per ad since 2018. While these metrics were carried largely by a commercial featuring Michael Phelps that ran for nearly two-years, Silk has maintained strong tv ad spots overall.

Silk’s positioning statement has changed over the years to illustrate its mission of creating less of an environmental impact compared to its competitors in the dairy and dairy substitute markets. This has helped to tap into environmentally conscious consumer segments. Likewise, Silk has positioned itself as a progressive participant in social conversations outside the dairy and dairy substitute market, adding to the consistency of its segmentation, targeting, and branded voice efforts.

Weaknesses

While Silk has a considerably consistent social presence, there is little differentiation for its brand across social platforms. Nearly all of Silk’s social accounts post the same content without taking a deep dive into potential ways to capitalize on each platform individually.

Although Silk’s target buyer persona seems to be individuals under the age of 45 with advanced degrees who value healthy dairy alternatives and wish to make less of an environmental impact, many of the brand’s TV ads feature older generations and less relevant content for the target audience. While this may be a way of growing into different segments, the ads do not feature educational or informational content that could be useful for teaching these untapped segments the true value of Silk products.

Opportunities

Many opportunities exist for Silk in the form of brand collaborations and marketing tactics. Organic, non-dairy food brands like General Mills’ Larabar maintain high affinity ratings with Silk customers. Likewise, consumers that purchase Silk are often purchasing large quantities of items at the grocery store, opening doors to the possibility for collaborative marketing campaigns that would benefit Silk, its partner brand, and the distribution channels.

Silk’s current marketing strategy relies heavily on TV advertising, influencer marketing, and recipe-sharing campaigns on social platforms. Still, there is potential to lean further into the association between food and culture by marketing Silk products as the healthy, affordable replacement for traditional high-fat and sugar content dairy products typically found around holidays in North America.

Educational and informational marketing campaigns may also provide Silk with the opportunity to reach negatively indexed age, income, and education level demographics that may correlate dairy-substitutes with a lack of taste or misunderstood benefits. 

Threats

Among Silk’s biggest obstacles are its competitors in the dairy and dairy substitute industry, as well as historical controversies regarding the quality of its products.

Specifically, a 2015 lawsuit against Silk accused the brand of misleading consumers about how many almonds were actually used in its products and class action lawsuits over the past several years claiming that Silk falsely advertises the superiority of its product’s nutritional values and their ingredients.

Among many competitors, Blue Diamond and Califia Farms stand out for almond milk and brands like 365 have a hand in both soy and almond derived products that compete directly with Silk’s brand.

The dairy substitute market as a whole has garnered continuous flak from dairy manufacturers over the years. Although Silk removed the space in AlmondMilk to bypass the controversy surrounding substitute dairy companies being slammed for mislabelling their products as milk, federal courts dismissed a similar lawsuit against Blue Diamond in 2019. Though not for Silk’s brand in particular, this dismissal was seen as an obstacle overcome for the dairy substitute industry.

Trends

Whereas the dairy industry has suffered losses of revenue and market share with each generation, the dairy substitute market has seen unprecedented growth and is expected to continue through 2025. Likewise, soy-based products, one of Silk’s staples, have held the majority of market share (by-product) over recent years. This growth rides on the tailwinds of millennials, Gen-Zers, and segments of Gen-Xers adopting health and wellness trends over the past decade.

Cultural trends like holidays and food-related events can be directly associated with Silk’s brand, which is evident by the type of recipe posts across the Silk social network. Likewise, Silk has leaned into social trends, like health and wellness, by sponsoring influencers on their YouTube and social channels who discuss healthy foods using Silk ingredients, yoga, meditation, and athletics. 

Silk's Brand Story

Brand Origin

Silk began a small company in Boulder, Colorado, in 1977 with a focus on soy and tofu. It wasn’t until 1996 that they launched their first milk product nationwide (under WhiteWave, Inc.) in soymilk. Silk as a company really is the pioneering force in this marketplace. Silk is the first offering in the non-dairy alternative milk space to put milk in a gobble-top cartons that resembled typical milk cartons and refrigerate it alongside other dairy selections with the added benefit of a long shelf life. It wouldn’t be long until Silk became the first superstar of soymilks (Aoyagi and Shurtleff, History of Soymilk and Other Non-Dairy Milks (1226 to 2013).

The consumer market at this time centered on ease and convenience. Much of the competition at the time, Vitasoy especially, focused mainly on how the product tasted “great”. A lot of marketing efforts worked towards convincing consumers to try a product that was non-dairy in order to sway them from the juggernaut that was (and still is) traditional dairy milk.

Mid-Range

Silk launched Almondmilk in 2010 paving the way for more non-dairy alternative products to come. Since the brand has launched non-dairy “coconutmilk” in 2011, “cashewmilk” in 2014, and others. The brand remained focused on the benefits of trading for a plant-based milk alternative while not sacrificing on taste.

Consumer response to Silk’s product line actually declined in 2011 with much of its success being anchored by the surge in almond milk sales. Silk Soymilk saw a decline of 13.6% for $205.9M in sales but lost 11.7% market share for a total of 33.8% market share of the category (Almond milk expands dairy alternative base, Beverage Industry 2011). Silk Pure Almond sales (the largest gainer in the almond milk category) saw growth at 506.9% for $66 million in sales in measured channels.

In 2014, they launched an commercial with an a talking-and-walking animated almond speaking to a reluctant customer trying to convince them to try Silk Almondmilk. The customer is hesitant in trying the milk out of fear that it won’t taste good, and then, the commercial ends with the customer trying the milk and ultimately enjoying the product.

Much of the messaging appears to be the same as it was in the 1990s. An emphasis on taste, differentiation, and health/well-being is the centerfold of the marketing efforts for Silk. I do believe that Silk’s messaging here is resonating with people, because the growth in sector in the market seems to continuing getting larger and larger year-after-year. In a lot of ways, I think that when consumers think of almond milk, the brand Silk holds a lot of mind share in consumers heads given it is the industry-leader for non-dairy alternative products.

Now

After becoming a Certified B Corporation (a private certification of for-profit companies for “social and environmental performance” in 2018, Silk has incorporated an increasingly vast product in its all-inclusive “Progress is Perfection” campaign designed to positively reinforce every health-focused and nutrition-based goal in someone’s diet.

Silk’s product line is the innovating pioneer now just as it ever was when it was founded. The company experiments with persistently with new products to expand its non-dairy options. After being purchased by Danone in 2017, this has only exploded furthermore. In her article for Dairy Foods, Kathie Canning elaborates on the mission from president of the company, Domenic Borrelli, claiming that company has three major hallmarks to the brand: winning through variety and taste (by continuing to innovate along their product line offerings), becoming a health and sustainability champion, and connecting with consumers (Silk is a plant-based products pioneer, 2020).

To further emphasize their sustainability efforts, Silk’s website boasts a plethora of benefits in the manufacturing of their products (in particular a reduction of water usage comparative to dairy alternatives and how their production efforts are helping “save the bees”).

To connect with consumers, Silk is essentially a cheerleader alongside consumers on their own well-being journeys. This represents a shift in consumer marketing strategy towards empowering the individual more in their purchasing of the product and positively reinforcing those purchases.

So What's Next?

Going Forward

Silk claims on their website its mission over the next five years is to “democratize plant-based eating with delicious-tasting products”. Silk’s pioneering efforts and size in the marketplace position it the best to continue experimenting with their products and messaging to further appeal to consumers even more moving forward. More recently, Silk launched a heavy whipping cream that I imagine is just the beginning as far as introducing other cold cream products is concerned (maybe even ice cream in the future). I think the consumer market has responded fairly well so far to much of their marketing efforts, but if the company chooses to continue to grow, it could be off-putting for them to center much of their marketing efforts into a health or food-conscious manner.

I think that Silk is uniquely positioned to fine-tune the taste profile and taste benefits that could come from their products, and with their everlasting efforts to highlight the taste benefits of their product offerings, I think that it suits Silk very well to continue treading down the path that consumers resonate with most in their branded efforts.

Evaluation

With the commercial shifts in the non-dairy alternative industry mostly centering around the shift in how people are getting off of traditional dairy milk and onto almond milk allows Silk to market their brand as a true category leader. Big dairy milk is scared, and I think that it would be wise of Silk to try to exploit that.

Silk’s messaging is, and always has been, sustainability, taste, and wellness benefits. These are things that can be very clearly seen on its packaging. However, I do think that its marketing efforts don’t call enough attention to the environmental benefits surrounding their vegan-friendly products. With the global climate crisis continuing to be front-page news, Silk could pave the way for all non-dairy alternatives to be the more environmentally-sound option in its PR efforts.

With effective PR surrounding how much less water is used for almond milk or non-dairy alternatives, Silk could really begin a dialogue about the harmfulness of the dairy industry. Before the Got Milk campaign, it wasn’t normal for adults to regularly drink dairy milk as they get further into adulthood. There could even be scientific reinforcement behind the detrimental effects of an overconsumption of dairy into one’s adulthood, and Silk has the opportunity to help this research or promote it more. For the adults that are hooked on dairy, Silk’s aggressive marketing and public relations would allow consumers to feel like they have a tasty alternative that has all the benefits and less of the detriments of the products in which they are used to consistently consuming.

To become more of a leader in the alternatives category, Silk’s infrastructure and innovative values would allow it to transition into a space that offers alternatives hopefully to all dairy products eventually. Majority of Americans agree that the climate crisis is a major crisis of today, and if Silk was able to succeed in directly challenging big dairy, it could become the brand equated to the solution both to consumers dairy needs but also towards positively addressing the concerns they have regarding the world around them and how food/beverage consumption habits affect the environment. They pioneered this market to where it is today, so I have no doubt that the brand is capable of taking it into tomorrow if they want to.

Who We're Trying To Reach

Silk's Target Customer - Millennials

Almond Milk Consumption – Target Market Analysis

The alternative dairy milk market in 2020 is heavily influenced by almond milk trends, as almond milk is the most frequently consumed of plant based milks. In 2019 alone, 75.2% of plant milk consumers drink almond milk, followed by only 17.4% with soy, and 15.1% drinking “other,” which includes oat, cashew, and more (Packaged Facts 2020, P. 213). As such, in our analysis of the target market for Silk, we will focus on research and statistics of almond milk consumption. Below, we have completed our target market analysis by analyzing the demographics, psychographics, usage patterns, and consumption constellations of consumers of Silk milk specifically, as well as almond milk consumers in the broader industry. 

Age:  People between the ages of 18 and 44 drink almond milk more frequently than those who are aged 45+. Within this age range of frequent consumption, those from 25 to 34 are the most likely to consume almond milk (index of 131); followed by 18 – 24 year-olds (index of 127); and, finally, by 35 to 44 year-olds (106) (Numerator Brand Snapshot of Silk).  

Gender: Based on Packaged Facts research, consumption of almond milk does not correlate strongly with an individual’s gender identification, through slightly more women than men consume almond milk. 25.5% of women consume almond milk, followed by 23.5% of men (Packaged Facts 2017).

Racial/Ethnic Identity: Individuals who identify as Asian and Hispanic are more likely to consume almond milk (indexes of 161 and 128, respectively), while African American and Caucasian consumers are slightly less likely than the average to consume it (Numerator Brand Snapshot of Silk).

Income: Broader trends within the almond milk industry suggest that household income may have a positive correlation with the likelihood to consume almond milk. People with household incomes of “$50,000 or more” and “$100,000 or more” buy almond milk over other dairy alternative options, including soymilk. Specifically, 76.1% of those who earn $50,000+ drink almond milk, followed by 46.2% of those who earn $100,000+ (Packaged Facts 2017). Numerator Brand statistics confirm that those who have household incomes lower than $60,000 are slightly below average in their almond milk consumption. Those in the $100,000 - $125,000 bracket especially have an above average consumption (index at 107), along with those who make under $20,000 (index of 105) (Numerator Brand Snapshot of Silk).  

Education: College graduates and those with advanced degrees are more likely to consume almond milk, with advanced degree holders standing out based on their high index score of 123, compared to 102 of college graduates (Numerator Brand Snapshot of Silk).

Household: There was an even split between households with and without children in terms of almond milk consumption. Based on index ratings, households with or without children are equally as likely to consume almond milk (Numerator Brand Snapshot of Silk).

Occupation: People who are “Employed Full or Part Time” consume almond milk most frequently (index of 112). For those within this category, they are equally likely to select soymilk or other dairy alternative beverages (almond milk and soymilk both have an index of 110 in terms of purchase frequency). This could suggest that individuals within this demographic are open to trying or purchasing a variety of milk within the plant alternative market. Further, census statistics from 2017 show that 25.6% of people who are “Employed Full or Part Time” drink almond milk, followed by 23.7% of students (Packaged Facts 2017, 197, 201). 

Geodemographics: The highest consumption of almond milk is in the West of the United States (26%), followed by the Northeast and South (22.8% and 22%). (Packaged Facts 2017, 197, 202). 

Psychographics:

Within the beverage market, plant based beverages are a key trend as consumers increasingly look to bring plant based foods and drinks into their diets. In terms of beverage consumption, almond and soy milk dominate the market, though other alternative milks like cashew and coconut are also rising in popularity. New interest in the alternative dairy segment is primarily driven by the following factors: a desire to consume products with fewer additives; to consume higher amounts of protein from more sustainable, healthy sources; the consumer perception that plant-based foods are more sustainable for the environment; and an increase in the number of people who identify as “flexitarians” and incorporate vegan or vegetarian foods into their diets (Packaged Facts 2020, 4). In this vein, consumers are also drawn to plant-based food brands due to their interest in sustainability and ethical sourcing to “[protect] people, animals, and the plant” (Packaged Facts 2020, 7). An increasing number of consumers, especially those within the Gen Z and Millennial age brackets, base their product selections and decisions on social issues and the perceived social responsibility of the brands they buy.

Based on demographics, Silk’s target consumer fits within the Millennial generation – individuals between the ages of 25 and 34. Overall, Millennials exhibit a strong concern for their well-being and see it as a priority to make healthy diet, exercise, and lifestyle choices. When shopping, Millennials select organic, additive-free options and are more open-minded than other generations when it comes to trying new or alternative products. Based on 2019 research by Packaged Facts, 38% of Millennials consume plant-based dairy products, which is the greatest percentage of any other generation (Packaged Facts 2019, 9, 11). Significantly, Millennials are willing to spend more on these products or services they believe will augment their health and are less price sensitive than other consumers (Packaged Facts 2019, 23). Based on these considerations, Millennials can be described as health-conscious, adventurous consumers who are willing to seek out and dedicate a portion of their budget to products they believe are healthy, wholesome, and organic.

Many of the consumers within Silk’s target market likely have young children or are in the first phases of starting a family. As such, these consumers are decision makers for their households and must take into consideration both their own health and the health of their children and/or partner while making decisions about which foods or brands to incorporate into their diets. Based on a Packaged Facts study of Millennial Parents, Millennial mothers are more receptive of digital advertisements or branded advertising they see on social media than mothers in other generations. A higher number of women in this category agree that advertisements received through a digital touchpoint like a phone or tablet help them make a purchase decision (Packaged Facts 2015, 10). They are most receptive to purchasing products that other mothers or friends have recommended or reviewed on social media and place a high value on word-of-mouth or socially-vetted products/brands, even if shared by an influencer or as part of an advertisement (Packaged Facts 2015, 12). These findings are important because they suggest that Millennial parents are primed to make purchase decisions based on content or advertising they see through social or digital channels. If a brand is able to build a sense of trust and perceived healthfulness through their digital advertising, they are more likely to attract users within this target market. 

Usage Behaviors

Brands of Almond Milk

Out of almond milk options, refrigerated non-dairy milks have sold more due to the trend of eating cereal and milk for breakfast. This trend has strengthened for both dairy and non-dairy milks due to the coronavirus pandemic and the fact that more children have been home from school. In addition, more people are baking and cooking at home, which has increased the need for milk or milk alternatives (Packaged Facts 2020).

Benefits Sought

Consumers often choose to purchase plant-based milks for three key reasons: the taste (52%), the health benefits of consumption (45%), and the perception that they “provide better nutrition.” Another 24% of consumers drink dairy alternatives due to lactose or dairy intolerance (Packaged Facts 2017, 93). Non-dairy products are often perceived to be healthier for both the body and the environment, and consumers look to increase the nutrients and protein consumed (especially for children), while decreasing sugar and unhealthy fat. Plant-based foods promise these nutritional benefits while also bringing rich flavor profiles and taste that rivals that of dairy milks (Packaged Facts 2020, 4). In short, consumers want rich flavors and consumption experiences that are high in nutritional value and low in sugar and fat.

Matters of Use and Patterns, Cadence, and Quantity Purchased

Dairy or non-dairy milks are most often purchased in half-gallon quantities. Silk non-dairy milk is typically purchased when consumers need to “fill up” or “stock” their pantry (indexes of 212 and 503, respectively). Consumers are less likely to purchase plant-based milk due to an “urgent need” or when only purchasing a few items at the store. As such, Silk products may be viewed as a staple product within the home since they are more  often purchased along with commonly consumed products like bread, rice, meat, or vegetables that are bought during routine shopping trips for the household. Non-dairy milks and non-dairy products can be used as substitutes for dairy milk so can serve similar roles and functions. Most Silk shoppers purchase their milk at grocery or wholesale stores (indexes of 142 and 109) on these occasions (Numerator Brand Snapshot of Silk).

Consumption Constellation

Millennial consumers of almond milk are likely between the ages of 25 and 34 and, as such, make their own purchase decisions for themselves or their households. These consumers place a high value on building healthy lifestyles and, in addition to choosing organic or additive free products, likely exercise and remain closely attuned to their own health and that of the people in their household. Compared to the average, Millennials are 23% more likely to use a fitness tracker to log their activity and, for those who have a household income over $50,000, have a higher willingness to pay for products that keep them “looking younger” and feeling fit and in shape (Packaged Facts 2019, 20). Exercise trends like yoga, Pilates, or cycling may appeal to them, as could more social forms of exercise like running, walking, or virtual gym classes. Furthermore, Millennials are highly attuned to social media and digital spaces and view their smart devices as sources of information and connection. They are more willing to try new health products so, in the dairy alternative market where there are innovative new flavors and products being introduced, there would be a higher degree of interest or openness to experimentation.  

If our Millennial consumers have young families, they are likely trying to balance a busy work schedule with the need to exercise, socialize, and complete the daily tasks of a young household – preparing meals for the family, grocery shopping, cleaning, and more. When these consumers are shopping at the grocery store or on Instacart, they are likely looking for options that both they and the child(ren) will enjoy and that offer solid nutrition. Upon getting to the dairy aisle, they search for a milk option that comes in a large gallon size to accommodate heavier usage for breakfast, baking, snacks, and more. A brand that stands out may offer an unsweetened vanilla or chocolate option or, like Silk, offer a variety of milk options like almond or soy, along with several yogurt flavors and non-dairy whipping cream. For a busy parent, choosing a brand that promises good nutrition, yummy flavors, and consistent quality will be an easier decision because they know their money would be well spent.  If they have enjoyed Silk products before or have seen a popular mommy blogger or influencer on Instagram using Silk soymilk to bake with her kids, they are more likely to try that for their own family. In this way, a Millennial parent may go with a brand that has been recommended or advertised for its healthful qualities, as well as its ability to foster connection and contentment with children.

Target Customer Sources:

Numerator (2020). Numerator Brand Snapshot of Silk. Sourced from Numerator.com: https://snapshot.numerator.com/brand/silk 

Packaged Facts. (October 2017). “Dairy and Alternative Beverage Trends in the U.S., 4th Edition.” Sourced from MarketResearch.com. Academic. 

Packaged Facts. (December 2019). “Eating Trends: Generational Food Shopping.” Sourced from MarketResearch.com. Academic. 

Packaged Facts. (November 2015). “Millennial Parents in the U.S.” Sourced from MarketResearch.com. Academic.  

Packaged Facts. (June 2020).  “U.S. Beverage Market Outlook 2020”  Sourced from MarketResearch.com. Academic. 

References

Aoyagi, A.  and Shurtleff, W. (2013).  History of Soymilk and Other Non-Dairy Milks (1226 to 2013). SoyInfo Center.

Beverage Industry (2011). “Almond milk expands dairy alternative base.”  Sourced from BeverageIndustry.com: https://www.bevindustry.com/articles/84832-almond-milk-expands-dairy-alternative-base 

Canning, K. (2020). “Silk is a plant-based products pioneer.” Sourced from DairyFoods.com:https://www.dairyfoods.com/articles/94224-silk-is-a-plant-based-products-pioneer 

How Much Does Social Media Advertising Cost in 2020? (n.d.). Retrieved December 08, 2020, from https://www.webfx.com/how-much-does-social-media-advertising-cost.html

Influencer Rates: How Much do Influencers Really Cost in 2020? (2020, July 06). Retrieved December 08, 2020, from https://influencermarketinghub.com/influencer-rates/

Levy, A. (2019, May 19). Hulu Has a Massive Advertising Opportunity. Retrieved December 08, 2020, from https://www.fool.com/investing/2019/05/19/hulu-has-a-massive-advertising-opportunity.aspx

Numerator (2020). Numerator Brand Snapshot of Silk. Sourced from Numerator.com: https://snapshot.numerator.com/brand/silk

Packaged Facts. (October 2017). “Dairy and Alternative Beverage Trends in the U.S., 4th Edition.” Sourced from MarketResearch.com Academic. 

Packaged Facts. (December 2019). “Eating Trends: Generational Food Shopping.” Sourced from MarketResearch.com. Academic. 

Packaged Facts. (November 2015). “Millennial Parents in the U.S.” Sourced from MarketResearch.com. Academic. 

Packaged Facts. (June 2020).  “U.S. Beverage Market Outlook 2020”  Sourced from MarketResearch.com. Academic.

ISpot.TV: https://www.ispot.tv/brands/dHd/silk

Silk: https://silk.com/plant-based-products/

Grand View Research: https://www.grandviewresearch.com