Concise claims
01 — The project
Silk plant-based beverages and creamers helped pave the way for all the plant milks on the crowded shelf today. To keep up with competition and offer a nutritious milk alternative geared towards children, Silk partnered with pediatricians to create SILK KIDS.
02 — The process
SILK KIDS delivers on nutrition, with lots and lots of benefits to convey to parents. The challenge of creating packaging copy was distilling all that good stuff into concise, easy to understand claims that harmonized with the design intent of the pack. This project was also placed on a red-hot timeline to meet a suddenly accelerated retail launch.
A copy teammate and I created a tag-team action plan to craft the needed nine claims, get legal/regulatory approval, incorporate a pollinator and a sustainability message, and name a proprietary nutrient bundle.
We got busy, with lots of design and cross-functional collaboration, and got this project fully wrapped up and on shelf months ahead of our original deadline.
