So Good launches new brand platform ‘How Good? So Good’ via Milk+Honey United
Milk+Honey United asks Aussies and Kiwis how good they feel about all the possible uses for Sanitarium’s plant-based milk brand, So Good. The campaign cleverly taps into the rhetorical expression ‘How Good?’ answering it with ‘So Good’.
As more and more people turn to plant-based milks, they’re looking to be inspired with new and interesting ways to enjoy them. Produced by Manuka Studio with renowned food cinematographer and director Susan Stitt, the spots capture the joy of experimenting with new pairings.
The integrated masterbrand campaign features So Good’s delicious range of Oat, Almond, Soy, and Barista milks and will run across TV, online video, social and outdoor in both Australia and New Zealand.
Says Helen Reiher, advertising, media and sponsorship manager, Sanitarium: “So Good pioneered the plant-based milk category in the 1980s and in recent years there’s been an explosion of new players arriving on the scene. This new creative allows us to maintain relevance and offer inspiration whilst in doing so, demonstrate why So Good is the market leader for the category. Milk+Honey found an idea that was a perfect fit for So Good and we are very proud of the end result.”
Says Andy Di Lallo, co-founder, Milk+Honey: “The chance to refresh an iconic brand isn’t something that comes along often. We were thrilled with the opportunity but more importantly the outcome.”
Says Steve Jackson, co-founder, Milk+Honey: “Our objective with this campaign was to cement So Good’s position as the great tasting and versatile milk brand that Aussies and Kiwis see it as; whether it’s almond milk in your smoothie or Oat milk in your pasta, So Good is always the answer.”
Says Hazelle Klønhammer, managing director, Milk+Honey: “We’re really enjoying our partnership with Sanitarium as they truly understand the power of sticky ideas, and it doesn’t get any stickier than permanently attaching your brand to such a popular phrase.”
Client: Sanitarium: Jessica Manihera, Sharon Green, Helen Reiher, Ashleigh Conroy, Anna Antunovich
Agency: Milk+Honey United
Production: Manuka Studio
Director: Susan Stitt
Post Production: Manuka Studio
Sound: Squeak E Clean Studios
Media Agency: Slingshot
18 Comments
‘Brand Platform’, the most over used, misunderstood term in advertising.
Well-shot, well-branded, good memory structures, good line. Solid FMCG advertising.
How good is soy milk!
Are the 9 product shots and logos they managed to squeeze in?
This is the best non-dairy milk ad in the category. And no, I don’t work there.
So Good + Milk & Honey. The partnership that had to happen.
Thanks, Andy.
A retired suit who’s never met him, actually.
boring stuff too
You’re kidding right? This is lame as.
Breakfast cereal, yawn advertising. And shit line.
Before the second beer at lunch. Let’s not pretend.
Is starting this off with the logo.
do it properly.
https://velvet.la/whatever/article/breeze-the-day/
This ad will actually work.
So naff.
it’s advertising. And I reckon it’ll work its arse off.
These ads are so bad I will never buy this milk again.