Feelin' Planty Good

While milk is a “must have” on US breakfast tables, plant-based beverages are a “nice to have.” To break the dairy default and get Gen Z and Millennials’ attention we turned to a TikTok star. “Famous for turning any phrase into a lyric—and any lyric into an ear-worm” we knew he could turn Silk’s lawyer-approved RTBs into reasons to sing along and pay attention. We collaborated to transform Silk’s message into original songs true to his style. Each piece made "switch to Silk:registered:" impossible to ignore, showing up in a way that felt native, entertaining, and undeniably shareable.