In a saturated category like plant-based alternative milks, it’s easy for brands to get lost. Concept testing from our own proprietary tool, EPiQ, provided insight that the dairy alternative category was previously dominated by an exclusive, early-adopter attitude. However, it had recently expanded to include millions of new consumers on the hunt for an accessible, optimistic, nurturing brand of alternative milk.

So we introduced a campaign to widen the audience net beyond the allergen-aware, early-adopter coffee drinker, focusing rather on curious brand discoverers — those who are open to dairy alternatives and interested in adding oat milk to their curated product lineup.

Leveraging a new character, Sensa, created by our own brand design team. Sensa is more than just an undeniably adorable oat milk enthusiast, she strategically embodies an inclusive tone and lends the world her unjaded eyes — all while mirroring the perspective of the target audience: those who have yet to discover the brand.