Silk, the nation's #1 plant based beverage brand, launched a new advertising campaign this week titled "Progress is Perfection", and starring gold medalist and world champion Michael Phelps.
The brand campaign, which is centred around Greg, a hardworking everyman who drinks Silk, reinforces the brand's designation as the official almond milk of US Figure Skating and is supported by broadcast, digital, social and print.
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The comapny believes that any small step towards a healthy, active, and positive life should be considered progress, and that is perfect.
Carlos Veraza, President of Essential Dairy & Plant Based for DanoneWave, comments, "We see a lot of extremes around food and healthy living these days, but that's not real life for most people and Silk recongises that. The message of the Progress is Perfection campaign is if you're making choices that are just a little better, however you define better, then that is perfection."
This spot is the first of several which will each showcase different types of progress happening in our day-to-day lives but for which we may not give ourselves enough credit.
The TV commercial created by Fallon Minneapolis helps kick off a multi-channel brand campaign where Silk celebrates the idea that "Progress is Perfection."
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