In its continuing attempts to reach younger consumers with a passion for plant-based foods, Silk is connecting with up-and-coming music artists to launch a series of intimate, acoustic performances.
Borrowing a page from NPR, the “Tiny Kitchen Concerts” will feature short concerts by Daniel Seavey, Brittany Spencer, JORDY and Ogi, while they also showcase their favorite uses of Silk Almondmilk for breakfast. The effort builds on the brand’s recently launched brand campaign that featured up-and-coming second-generation artists sporting milk mustaches.
“Almondmilk continues to be the first product that consumers purchase when incorporating more plant-based options into their lifestyles, despite all the different plant-based beverages available,” said Olivia Sanchez, vice president of marketing for plant-based beverage at Danone North America. “Silk is continuing to speak to the next generation of milk drinkers who are opting for plant-based options, and the Silk Tiny Kitchen Concerts were the perfect opportunity to inspire them with new ways to remix their mornings while giving Silk Almondmilk the spotlight it deserves.”
Sanchez added that Silk has previously ventured into the music scene, having reworked the beginning of a popular Daft Punk song “Technologic” with lyrics pertaining to the creation of almond milk.
“We’ve seen that consumers really enjoy our ‘Milk of the Land’ campaign, and we’ve received positive engagement on social through comments and user-generated content, so it felt like a natural fit to continue with a campaign in the music space,” she said.
The artists participating in the Tiny Kitchen Concerts series span several music genres and styles that all had the ability to “bring a smooth, unique sound that easily translated to an intimate, acoustic kitchen performance,” Sanchez said.
“Plus, everyone from this talented roster already incorporates plant-based options into their lifestyles, so it was natural for them to show how they use Silk Almond milk in their favorite breakfast recipes,” she said.
The concerts will be streaming on both Silk’s and the artists’ own YouTube, TikTok and Instagram channels. The campaign will also include a sweepstakes offering a year’s supply of Silk Almondmilk and a 12-month subscription to a music streaming platform. To enter, consumers will be asked to show how they “remix” their breakfast recipes with almondmilk on TikTok using the hashtags #SilkAlmondmilk and #Sweeps.
