Dairy brand Danone launched an expansive, multi-million dollar campaign entitled “Nothing Compares” to promote its newly acquired vegan ice cream brand, So Delicious. In partnership with marketing agency Duncan Channon, the campaign will run as 15-second videos, print ads, and sound bites on multiple platforms—including online radio outlet Pandora, national lifestyle magazines, and social media site Facebook. “‘Nothing Compares’ is a bold declaration of confidence that decadence and wellness can absolutely go together,” Duncan Channon’s executive Anne Elisco-Lemme said. The aim of the campaign is to reach beyond those that already consume a dairy-free diet and focus on the superior taste of So Delicious’ flavors such as Salted Caramel Cluster Cashew Milk and Cookie Dough Coconut Milk by tempting audiences with close-up shots of the ice cream, a similar approach to traditional dairy ice cream ads. Danone completed its $10 billion acquisition of WhiteWave—parent company of So Delicious, Silk, Alpro, and Vega—in April, and announced shortly thereafter that it would divert its advertising budget from dairy to focus on its plant-based brands.
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