Silk Soymilk Lets Customers Do the Selling

Launched in 1996 by WhiteWave Foods, Silk Soymilk has enjoyed continued success in their category market. So fat they've racked up about 70% of their market and are now aiming to inspire the rest to switch to soy.

Silk's new ad campaign consists of real women giving real testimonials about how Silk helped them enjoy a healthier lifestyle. TV spots have run under the slogan "Take a sip forward." The real women are just telling their stories of their experience with Silk and encouraging other to "give it a shot". The company is even taking measures to create a mini site for women to tell their stories. President Berlin Cameron thinks that this will be useful in getting the message out that Silk is an easy step towards a healthier lifestyle for people who don't realize what good they will be doing their hearts and minds. The main goal is complete household penetration.

Last year, Silk had a "green cap" campaign in order to get customers to log on and enter in numbers underneath the caps. Using spokesmodel Alicia Silverstone, customers were promised that the company would invest in wind-energy efficient manufacturing based on the number of code submissions.


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