A new wave of print ads and televsision commercials are coming for Silk Soymilk that will use customer testimonials from real women who reallly drink Silk. The campaign is meant to attract non-soymilk drinkers to Silk. The brand already holds a 70% market share among soymilk drinkers, so real growth for Silk needs to come from new customers who don't currently drink soymilk.
A Silk soymilk website will also allow women to discuss their own experiences with Silk and watch extended versions of the television commercials.
I actually think that customer testimonials will be very effective for Silk. Soymilk seems to be one of those products that the majority of consumers won't switch to without some prompting. The ads launched this week, and I'm looking forward to seeing them to see if they end up being as effective as they can be.
What do you think? Do you drink Silk? Would a customer testimonial convince you to try it? I think if someone has been thinking about trying soymilk, a testimonial might help move them to making a purchase. It all depends on how authentic the testimonials appear though. Have you seen one of these commercials from Silk yet? If so, what did you think?
By the way, no matter what the commercials are like, they have to be better than Silk's previous campaign. If you can't remember those commercials, you can refresh your memory with the YouTube video below.
This is a great idea for an advertising campaign. Customer testimonials always seem so fake and this definitely adds some authenticity on how people perceive the product.
Posted by: Creative Advertsing Campaign | April 14, 2008 6:40 PM | Permalink to Comment