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3 March 2023
Author: The Future Laboratory
Image: Ecoalf interiors by Nagami, Spain
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US – Plant-based Silk Nextmilk recreated an iconic 1990s pro-dairy advert by replacing the celebrities who first posed with a milk moustache with their children.
David Beckham, Shaquille O’Neal, John Travolta and model Christie Brinkley helped rebrand milk and dairy produce via the Got Milk campaign created in 1994 by advertising agency Goodby Silverstein & Partners for the California Milk Processor Board. Their children are now following the same path, except they are promoting Danone’s plant-based milk brand, Silk.
We’ve previously covered how upcoming brands are making the dairy aisle more sustainable. As consumers (especially Gen Z and Gen Alpha) seek a balance between sustainability, health and taste, the plant-based food and drinks industry has to keep innovating.
Silk, US
Buscopan. Creative by MRM Spain, UK
UK – Against the backdrop of London Fashion Week, healthcare brand Buscopan launched the Fashion Cramps campaign, raising awareness of Irritable Bowel Syndrome (IBS) through a humorous shoot where high fashion meets cramps.
Fashion and IBS seemingly don’t have much in common, yet Buscopan and marketing agency MRM Spain used the media clout of London Fashion Week to draw attention to the digestive condition. The campaign draws an amusing parallel between the discomfort caused by IBS and the awkward poses of models in editorial-styled fashion imagery.
This unusual approach suggests that healthcare marketing can be creative and look beyond the medical field. ‘London Fashion Week was the perfect moment for Fashion Cramps, due to the intertwined relationships between this high-stress event and the symptoms of those suffering from the issues that Buscopan seeks to alleviate,’ explains Félix del Valle, chief creative officer at MRM Spain.
The growing interest in pre- and probiotic categories and efforts like Buscopan’s tie-up with popular culture indicate the potential of the Gut Health Market to further advance from niche to mainstream.
