The run took place the day before the Grammy’s outside the Rose Bowl Stadium in Pasadena, California, as part brand promotion, part athletic competition and part healthy lifestyle event. It encouraged participation from experienced runners and novices.
Silk created the longest-ever red carpet to line the 4.35 mile course and fit the Grammy’s weekend theme. Everyone participating in the race got the chance to sample Silk products at the finish line, including the Oat Yeah ‘oatmilk’ and Almondmilk Dairy-Free Yogurt Alternative and Coffee Creamers.
Small victories
The Oat Yeah beverage is Silk’s latest innovation, free from dairy, soy, cholesterol and artificial colors and flavors. It’s rolling out in Plain, Vanilla and Chocolate this month, capitalizing on the success of other oat-based alternatives from brands like Oatly and Quaker.
Silk used the pre-Grammy’s race to promote the drink and its new ‘Progress is Perfection’ campaign, aimed at celebrating “all the small, healthy choices people make toward their wellness goals.”
Monisha Dabek, general manager of Plant-Based Food & Beverage for Danone North America, said, "Silk's 'Run to the Red Carpet' embraces our 'Progress Is Perfection' campaign, which celebrates the little moments of progress people make every day. That's why all are welcome at our event—avid marathoners, novice runners and walkers alike.”
“At Silk, we don’t believe that ‘extreme’ is the only way to be healthy. It’s the small victories, like making a healthy choice for breakfast or just going for a walk that counts as a win,” Silk said.