Danone Invests in Multi-Million Dollar Campaign for So Delicious [VIDEO]
by Lena Tashjian
Last week, MediaPost reported that Danone, which acquired vegan company So Delicious in a deal made with parent company WhiteWave Foods last year, is taking the brand into the mainstream with a multi-million dollar 'Nothing Compares' campaign.
According to the article:
"Taglined "Nothing Compares," the new campaign's creative, from the Duncan Channon agency, aims to correct the perception that choosing dairy-free requires sacrificing pleasure, by shifting the focus to the pure ingredients (also gluten-free and organic) and indulgent taste of the So Delicious products. The benefit of lower calories than dairy-based ice cream is also in the message mix."
The campaign includes 15-second videos of the company's dairy-free ice creams that will run on Facebook "through the rest of the summer ice cream season," with video ads for creamers and yogurts running from late summer through October. There will also be print ads in national lifestyle magazines from June through October, as well as radio ads for the frozen desserts airing on Pandora through October.
Check out the video ad for the company's coconut milk-based Cookie Dough ice cream below:
Photo Credit: www.mediapost.com
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Lena Tashjian manages content and social media for Clearly Veg. She focuses on vegan news, companies, guides, interviews, product reviews and more. You can contact her at [email protected]