USA – White Wave, a subsidiary of Dean Foods and producer of Silk Soymilk, has announced its decision to advertise on national television in the USA.

The move is a major step as soymilk has, until very recently, been considered a niche product. The campaign will make Silk the only soymilk advertised on prime time network television.

“Network television isn’t the place to be if you have a narrowly targeted audience,” said Steve Demos, president and founder of White Wave. “By bringing soymilk ads to television, we are making a clear statement that there is no niche big enough to contain Silk. Like Coca-Cola, Minute Maid or Folgers coffee, Silk is a beverage that appeals to everyone.” The company hopes the advertising will move soymilk beyond its largely health-centred image and integrate it into the wider market enjoyed by products such as Coca-Cola.

The campaign comes at a time when the soymilk market is expanding, and White Wave wants to capitalise on that by pushing Silk’s popularity.