Silk
Overview
Silk is a beloved milk alternatives that families everywhere love to have in their breakfast. In fact, we learned that 7 in 10 dairy drinkers actually prefer Silk Vanilla Almondmilk in their cereal.
Challenge: Our client asked us to dream up a media-worthy activation that got people thinking about Silk at breakfast time.
Idea: We refused to believe just 7 in 10 prefer Silk Vanilla Almondmilk in their cereal. It had to be more. Confident the number had to be even higher, we created "Cereal Liar," a pop-up where taste met truth. We tapped reality TV icon Phaedra Parks and polygraph examiner to-the-stars John Grogan to host the experience, inviting participants to taste Silk and dairy side-by-side while hooked up to a lie detector. Those who claimed to prefer dairy but failed the test were publicly dubbed Cereal Liars.
A first-of-its kind breakfast activation, the event fused product education, entertainment, and cultural humor to spotlight Silk as the #1 cereal companion.
Results
The truth was revealed: Silk won breakfast. Only 37 dairy loyalists passed the lie detector test, proving 88% preferred Silk in their cereal. In earned media, we generated 182 earned placements, 86 online placements and 1.3 billion impressions. With celeb social and earned influencer promotion, we generated 72 earned posts, 13M+ impressions, and 37K+ engagements.
Hot off of her Traitors appearance, Phaedra was the perfect spokesperson to sniff out cereal liars. And trust me (and the lie detector test) when I say there is no Bravo housewife more iconic than Phaedra.
Phaedra Parks
Media
Phaedra Parks Joins Us To Talk Traiters, DWTS and Her Partnership With Silk
Betches
Phaedra Park’s Favorite High-Protein Breakfast Is So Simple
Eating Well
RHOA star Phaedra Parks Reveals the Diet and Fitness Secrets Behind Her Svelte Physique
Daily Mail
Silk Is Sussing Out Cereal Liars on National Milk Day
Trendhunter
Silk Investigates Dairy Preferences With Polygraph Taste Test in NYC
Vegconomist
Silk Teams Up with Phaedra Parks to Expose Cereal Liars
Beverage Industry
Reflection: It can be hard to get media and consumers to pay attention to something as common as cereal, but I’m proud of the way this campaign was able to come to life and break through the noise. Plus, writing a Real Housewives tagline for Phaedra was a career highlight.
Role
Associate Creative Director
Creative ideation, social copy, script writing
Team
Agency: Weber Shandwick
Year: 2025
Group Creative Director: Jason Bellinger
Creative Director: Liz Grant
Associate Creative Director: Patrick Linehan
Junior Copywriter: Jenna Byers
Client: Silk