Alpro | Taste for change
Gen Z and Millennials dream of change and big changes get kicked off with a coffee.
When Alpro contacted us to help them launching their brand new plant-based barista range, we simply looked at the facts:
If there’s one thing millennials and Gen Z around the world have in common, it’s a taste for coffee.
And coffee is a key entrance point for consumers into plant-based.
The demand for sustainable and cruelty-free alternatives such as oat milk and nut or seed-based are booming.
We needed to take a stand: Plant-based, People-based, Planet-based
The idea.
We link the sustainability of the Barista range to people's deep desire for change. This change can take place through small gestures, such as favouring plant-based milk. And meaningful changes taste even better. So we came up with the "Taste for change" line.
The campaign.
The results.
Alpro loved the concept. Unfortunately, it was a bit too bold at the time we presented it.
But we certainly did good impression. Let’s drink some coffee now.
-
Creative Direction and Creation : Laurent Righetti & Roberto Salvador
Account Manager : Catherine Van Gasteren
Agency : Be Connect