EPISODES:
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Silk 2024 Super Bowl Ad – “Feel Planty Good”

Is this what you get when Silk® Almondmilk, Protein Almondmilk and Oatmilk come together in the perfect breakfast trifecta? Yes, yes it is. This is what it looks like to #FeelPlantyGood.

Silk is stepping onto one of the grandest stages in sports advertisement for the first time, aiming to transform Game Day into a celebration of plant-based vitality. As America’s leading plant-based brand, Silk is poised to make a striking entrance at the Super Bowl, advocating for the simple joy and nutritional benefits of starting the day with its products. The brand’s mission to make plant-based options more accessible aligns perfectly with the Super Bowl’s massive audience, setting the stage for a campaign that’s both fun and nutritionally insightful.

For this landmark campaign, Silk has teamed up with Jeremy Renner, an action hero both on-screen and in life, following his remarkable recovery. Joined by his daughter Ava, Renner brings a touch of superhero flair to the breakfast table. The Big Game commercial showcases the duo’s dynamic morning routine, filled with playful stunts and wholesome nutrition, underscored by Renner’s rendition of James Brown’s iconic “I Feel Good.” The message is clear: integrating Silk into your diet is a surefire way to kickstart your day with “planty” good vibes.

In the commercial, Renner transforms from groggy to energized with Silk Protein Almondmilk, spotlighting the product’s 8g of complete plant protein per serving – on par with dairy milk but with 55% less sugar and 50% more calcium. This breakfast revolution not only powers Renner and his daughter for the day ahead but also aligns with the 85% of Silk consumers who feel confident about the positive impact of Silk on their health.

“I’m thrilled to debut in the Big Game with Silk and Ava,” Renner expressed. “With my packed schedule, I lean towards quick, nutritious breakfast options. Silk Protein blends seamlessly into my morning smoothies, ensuring I start my day on the right note.”

Surbhi Martin, Senior Vice President of Plant-Based Beverages at Danone North America, echoed this sentiment, emphasizing Silk’s role in promoting a nutritious start to the day. “Our partnership with the Renner family encapsulates the joy and nutritional advantages of including Silk in your morning routine. As we prepare to share this plant-powered message during one of the most eagerly awaited events of the year, we’re excited to showcase a slice of everyday life with Jeremy and Ava.”

In anticipation of the Super Bowl spotlight, Silk initiated the “Feel Planty Good Challenge” in January, engaging celebrities like Saquon Barkley and Vanessa Hudgens to demonstrate the ease of incorporating Silk into daily breakfast routines. This initiative underscores Silk’s commitment to transforming New Year’s resolutions into sustainable habits, powered by plant-based nutrition.

The “Feel Planty Good” campaign is set to air on February 11, 2024, available on Paramount+ and NFL apps with Cable authentication, as well as across Silk’s social media platforms including Instagram, Facebook, YouTube, and TikTok, inviting viewers nationwide to embrace the plant-based movement.

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