Earth’s Own

The Context

Earth’s Own, a Canadian producer of 100% plant-based beverages, was undergoing a massive rebrand. In addition to a product reformulation and redesign of their packaging, they were also adding innovation to their product line with the launch of Earth’s Own Oat M*lk in two different flavours (Unsweetened and Chocolate), plus a new barista specialty product across the country. Proof Experiences was tasked with developing a mobile tour that included a highly-engaging “sips-to-lips” program aimed at encouraging Gen Z to join the plant-based movement.

The Solution

To forge a meaningful connection with the younger audience, we anchored our consumer experience around the Earth’s Own environmental positioning. A custom-designed, retrofitted Airstream trailer complemented the balance between the environmental focus and the edgy tone of the brand. A bright-coloured footprint pulled consumers inside where they were educated on the importance and impact of a plant-based lifestyle in a fun and engaging way. At the core of the experience was the ability to try each one of the Oat M*lk flavours and walk away with a full-sized barista latte with custom latte art, plus a high-value coupon to drive future purchase. A share station allowed people to customize and share their commitment to living a plant-based lifestyle by creating their own “Plantifesto” and encouraging others to also join the plant-based movement. The result: over 600,000 impressions with 75,000 samples distributed, driving a staggering 28% lift in brand consideration.

Services Provided

  • Venue & Partner Management
  • Event Logistics
  • Creative Services
  • Supplier Sourcing & Management
  • Production & Development
  • Experiential Campaign Strategy & Execution
  • Brand Ambassador Recruiting & Training
  • Reporting, Measurement & Analytics
  • On-site Management
  • High Volume Sampling
  • Translation & Experience Adaptation for Quebec
  • Tour Planning
  • Social Media Content Creation
  • Consumer Education