Almond Breeze was in a lull. Sales were flat. Millennials were increasingly going back to dairy. Combine that with today’s consumer’s finely-tuned B.S. meter—and their intolerance to watching convoluted stories about having a great day thanks to the miracle of more calcium—and the brand had a real problem on their hands. They needed to do and say something different.
There’s honestly not that much to Almond Breeze. We thought, ‘this stuff is dumb simple. What if our message was too?’
So we recruited Jonas Brothers, a set of celebrities known for being straightforward and funny in a millennial-women-ages-25-to-35 kinda way, to bring our message to life. That message?
“Almond Breeze. It’s really good.”
And instead of more recipe videos on organic social or another broadcast TV spot, we wrote a 3-minute film. In the process, we invented a workflow to generate legal-safe AI videos of Jonas Brothers all in the name of making the most egregious AI-slop we could muster.
It worked. The video dropped right as AI fatigue was at its worst and Jonas Brothers fans and normal people loved it.
The video moved Almond Breeze from a brand at the very back of people’s minds to being seen as funny, topical, and generally really good.
