So Good is Australia and New Zealand’s leading plant-based milk brand. Although a pioneer in plant-based quality crafted milk, the brand needed a shake down and refresh. A shift in consumer values had led to an explosion in the category, where no rules were now the new rules. This resulted in new entrants and product alternatives, straying well outside the plant-based playbook, bringing new energy and colours, cheeky conversations and origin stories for a new consumer. So Good needed to make new connections and find its mojo.

Through research, we knew our advantages – best taste and texture delivered with our best in industry plant-based credentials. The answer was in the brand idea of 'Joy of the Moment', recapturing a feeling in a way that felt fresh, but familiar, at the same time. So Good moments to reset, to savour, of ‘me’ time, moments to share. The small things that bring us a daily sense of joy. The opportunity was to capture that positivity, the sense of good times that never go out of style, that tickle taste buds, and bring a smile. It was a new idea, a new heart, and a new ‘So’ centred lexicon for the brand.