Gents creates an Alpro brand momentum with the brand’s new campaign. The Ghent based communications boutique put together a smart campaign puzzle that consists of a series of recognisable and interchangeable lifestyle moments.
The brand’s multifaceted slices-of-life campaign claims a spot inside people’s hearts and eating habits through authentic and universal storytelling that centres around Alpro’s tasty variety of plant-based ingredients. No matter what kind of breakfast person you are, Alpro’s plant-based products made from nature’s most tasty ingredients offer everyone a pleasurable way to pursue a healthy lifestyle, starting at breakfast.
Gents creates a natural and green world made of plant-based ingredients such as coconut, almond, oat and soy, and underscores Alpro’s role in changing breakfast routines through inspiring and recognisable micro-moments. Gents produced a multitude of combinations with different micro-moments that showcase the many ways in which Alpro can fit everyone’s healthy lifestyle.
Alpro’s beloved cute and quirky brand characters reflect both the functional and emotional aspects of the Alpro brand. Each character represents one of Alpro’s unique plant-based ingredients: the active monkey represents coconut, the cheeky squirrel stands for almond, the strong deer for oat and the little smart owl represents soy. In their role of little helpers they facilitate tasty breakfast moments and reflect the vast variety of products.
“The brand campaign truly embodies the joy in the brand’s tagline ‘Enjoy Plant Power’. Alpro’s variety of tasty plant-based products have the power to excite and change consumers’ breakfast routines into smart, healthy and absolutely delicious new ways of eating”, says marketing director EMEA Gaëtan Van de Populiere who established a renewed focus on the delicious and natural taste of the plant-based products in this latest brand effort.
The new brand campaign also marks the birth of Alpro’s new audio branding. Gents conceptualised a crisp and lighthearted pop-song that tells the story of breaking with routines and getting ready for something new.
CREATIVE CREDITS:
Client— Alpro
VP Marketing & Innovation— Séverine Distave
Marketing Director EMEA—Gaëtan Van de Populiere
Senior International Communication Manager— Karlien Mestdagh
Agency— Gents
Creative Director— Tim Helsen
Creative Strategist— Sander Vanermen, Vincent Daenen
Account Director— Leen Van der Mijnsbrugge
Account Manager— Julie Bataillie
Production— The Breakfast Club
Postproduction, 3D & compositing— Nozon
Audio production— Audiothèque
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