Almond Breeze is set to launch its first major campaign push in three years since entering the Australian market.
Launching this week, the TV commercial is an evolution of the ‘Breeze the Day’ catchphrase and iconic ‘girl on the swing’ imagery, which was developed by Daylight Agency to capture the lighter feeling you get after drinking almond milk.
The tagline and swing image have become synonymous with Almond Breeze and this commercial brings three years of brand-building to life.
The new campaign focuses on connecting feelings and emotions with the product rather than blatantly delivering ingredient benefits and scientific facts.
Blue Diamond Growers country manager Michael McNulty said: “The timing is right for a campaign of this magnitude and it captures the very essence of the Almond Breeze brand in Australia.
“We launched into Australia at a time when almond milk was starting to attract consumer interest with a strategy to own the equity dimensions of taste, quality and natural.
“Our approach was to drive awareness and trial by employing a simple tagline and memorable image which could both evolve with the brand. Each new campaign phase has successfully built on these mnemonics to further reinforce Almond Breeze as a natural, tasty and quality almond milk.”
He continued: “We’ve stayed true to our long-term strategy of gradually building momentum and brand awareness resulting in this beautiful campaign which we know will resonate with our consumers and validate our core brand values.”
Daylight Agency ECD Geoff Corbett said: “The success of Almond Breeze in Australia is gratifying and proves the power of sticking to one brand message over time. The full-scale television commercial is the culmination of powerful brand building and we are excited to utilise the emotional power of TV to appeal to a wider audience who are searching for a healthy milk alternative.
“Our client has taken a bold approach to growing the Almond Breeze brand in Australia and New Zealand and the increase in sales and commercial results are a true indication of a collaborative client and agency partnership.”
Client: Blue Diamond Growers
Country Manager Australia/New Zealand: Michael McNulty
Creative Agency: Daylight Agency
Executive Creative Directors: Geoff Corbett, Chris Mitchell
Account Directors: Shelley Hammond, Emma Catchpole
Production Company: Velvet
Director: Jeffrey Darling
Executive Producer: Rona Lewis
Producer: Imogen Darling-Blair
Cinematographer: Jeffrey Darling
Art Director: Jan Hurley
Editorial: Adam Wills
Music: Uncanny Valley
Casting: Toni Higginbotham Casting
Stills Photographer: Jeffrey Darling
Media Agency: PMA