Albany, NY—Whole Moon, a standout newer CPG brand to the plant-based milk category, has launched “Straight Up Good,” a bold new brand campaign that arrives on the heels of its national expansion to Kroger in February and surging consumer demand nationwide.
The non-dairy alternative, which uses whole ingredients to deliver exceptional taste and superior nutrition, has created a comedy campaign that features colorfully offbeat Whole Moon fans in unexpected situations, enjoying the beverage on its own, not just as a topper. The campaign was created in collaboration with freelance award-winning creatives Scott Kaplan, Matt Vescovo and Vlad Ivangorodsky, along with celebrated comedy director Megan Brotherton. “Straight Up Good” broke this week with a series of videos across digital and social platforms.
The spots can be seen here:
Straight Up Crazy: https://www.youtube.com/watch?v=Y7lY0tz3VCs
Drink it Alone: https://www.youtube.com/watch?v=RUWFSkObzx4
Drink it Naked: https://www.youtube.com/watch?v=xWBt7VUXOFY
“Finding the right creative partners for this campaign was everything,” said Whole Moon Marketing Director Bridget Kavanaugh. “Scott, Matt, Vlad and Megan brought a comedic instinct that perfectly matched where Whole Moon is going. The whole ingredient difference isn’t just a nutrition story; it shows up in the glass. In talking with our consumers, what kept coming back to us was how surprised they were by how drinkable Whole Moon is, whether they’re frothing for a latte or sipping it straight. ‘Straight Up Good’ leans into that second behavior because it’s the most dramatic proof point we have. But the beauty of it is everything that makes it great alone makes it even better in everything else.”
Whole Moon CEO and Co-Founder Susan Knight said, “We built Whole Moon around one conviction: whole ingredients taste better and are better for you. The plant-based category has seen some decline recently, and we believe that comes down to highly processed ingredients and products that don’t consistently deliver on both taste and nutrition. Whole Moon is built to address exactly that. Every bottle delivers on taste, texture and wholesome nutrition. This campaign is how we get that message out, loudly and clearly.”
“Almost no one drinks plant milk on its own,” said Creative Director Scott Kaplan. “You put it in your coffee, your smoothies, your cereal. Whole Moon tastes so great it breaks that habit. We created standout spots with funny product demos where very different characters drink Whole Moon straight in surprising ways. The brand wasn’t afraid to do something edgy and memorable, which is pretty rare these days.”
“I had a blast working on the Whole Moon campaign,” said Brotherton, who is known for directing high-profile comedy campaigns. “As soon as I read the scripts, I said ‘I’m in.’ The creatives were super collaborative. They really listened to my input and suggestions as the scripts evolved and when it came to casting we were all aligned. The cast really elevated the scripts and brought out even more humor. It was truly a joy to direct.”
Whole Moon has gained attention for great taste – available in Almond, Oat, Pistachio and Coconut varieties – using whole ingredients. It blends whole almonds, oats, pistachios, soybeans and coconut meat for a rich, slightly nutty flavor and full-bodied texture. The whole ingredients reduce waste while retaining naturally occurring protein, fiber and essential nutrients, including all nine essential amino acids. All Whole Moon products are low in sugar, kosher, dairy-free, gluten-free and Non-GMO Project Verified, with no added oils or artificial flavorings. Whole Moon is available in over 3,500 stores including Kroger’s, HEB, Sprouts, ShopRite, and will land on shelves in select Whole Foods Market’s this May.
Whole Moon products are available nationwide. To find a store near you, visit Whole Moon’s Store Locator.
About Whole Moon: Whole Moon was founded on a simple belief: start with whole ingredients, keep them whole, and the taste and nutrition take care of themselves. The brand starts with whole ingredients like whole oats, whole almonds and whole pistachios, and blends in its Whole Protein™, derived from whole roasted soybeans, to create plant-based beverages that prioritize superior taste and whole nutrition. For more information, visit www.wholemoon.com.
