Earth’s Own Oat Milk
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Campaign Objective
The objective for this campaign is promote brand awareness, and entice people to try Earth’s Own oat milk.
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Target Audience
Primary Target Audience
• British Columbia
• Generation Z
• $30,000+ Annual Income
• Environmentally ConsciousSecondary Target Audience
• British Columbia
• Millennials
• $50,000+ Annual Income
• Environmentally Conscious -
Unique Selling Points
Oats are grown using 7x less water and 16x less land than dairy and almonds.
Earth’s Own cartons are plant-based and completely recyclable and renewable.
Ad Concept
The rationale behind the slogan “Do What You Can” is that consumers can choose to drink dairy alternatives for reasons beyond dietary restrictions. Oat milk is more environmentally friendly than dairy milk and almond milk. It’s a small change that can make a big difference.
It’s important to keep this type of call to action lighthearted, so a fun cartoon character was created to deliver the brand message.
Averia Serif Libre
Fraunces
Earth’s Own existing colour palette was adopted to ensure brand recognition.
