ALPRO: It’s Plant-Based

Creative
Media materials
SMM & Influencers
Influencer marketing

CLIENT

Alpro is an international brand of plant-based products that helps people make healthier choices—without giving up on taste.

Alpro’s plant-based range isn’t just an alternative for those with lactose intolerance. It’s a delicious everyday option for anyone looking to enjoy food that’s both good for them and good for the planet.

OBJECTIVE

To launch an emotionally-driven campaign that reaches beyond vegans and hipsters—appealing to a broader audience by positioning Alpro as an easy, tasty, and natural way to take care of yourself.
Not just for the health benefits, but for the pleasure it brings.

CREATIVE IDEA

Alpro isn’t just a drink — it’s a symbol of a new mindset, where self-care meets openness to change.
For many, plant-based has already become part of daily life — as natural and routine as grabbing a lactose-free coffee. And when people who once approached change with caution discover Alpro not because it’s trendy, but because it simply tastes good and feels right — something unexpected happens: a sense of connection across lifestyles.

In small, everyday moments — a quick supermarket run, coffee to-go, breakfast at home — Alpro becomes the common thread.
Yesterday’s skeptics are now choosing plant-based, embracing new habits, and adapting effortlessly to the pace of modern life.

It’s no longer about trends.
It’s Alpro.
It’s plant-based.

APPROACH

Shift the focus from rational health benefits to the emotional value of the moment.

Alpro isn’t about “replacing” or making the “healthy choice.” It’s about pleasure, care, and self-love.

And that doesn’t need justification — it just feels natural. And you don’t argue with what feels natural.

We’re not an alternative. We’re shaping a new category. Not a plant-based drink. Just Alpro.

EXECUTION

Our communication strategy was built around a simple emotional insight:
“I don’t want to give up on pleasure — I just want a choice that’s easy, delicious, and kind to me.”

• Video: Adapted from global creatives, tailored for the Ukrainian market with local context and emotion.

• POSM Materials: Designed for retail environments to reinforce Alpro’s image as a stylish and conscious brand.

• Influencer Integrations: On Instagram, TikTok, and YouTube, creators shared relatable, everyday moments featuring their own “plant-based rituals” — making Alpro feel natural, personal, and part of modern life.