Danone milks the plant-based trend with So Delicious Dairy Free campaign
- Danone is investing in a multimillion-dollar advertising campaign for its plant-based brand So Delicious Dairy Free, which it acquired as part of its WhiteWave Foods acquisition in April, according to MediaPost.
- The company is running 15-second videos showing its products in extreme close-ups to tempt viewers through the summer ice cream season. It also will run similar taste-focused ads for the brand’s creamer and yogurt alternative products from late summer into October.
- The campaign’s featured tagline “Nothing Compares” is intended to correct the perception that choosing dairy-free requires sacrificing pleasure. The marketing message also focuses on the benefits of So Delicious’ pure ingredients and lower calories compared with dairy-based ice cream.
Since the Danone-WhiteWave deal was announced, the industry has been buzzing about the opportunities the dairy company now has in the plant-based space. The timing of Danone’s WhiteWave purchase was timely as more consumers are embracing a plant-based and dairy-free lifestyle that is conscious of environmental, ethical and health concerns. There are a significant number of consumers who can’t eat dairy with more than 40 million Americans lactose intolerant. In addition to the allergy-prone, many other Americans are looking to dairy alternatives, too.