Soy Confused

Not sure how I feel about this. It’s a soy milk called Soymamelle. I cant decide whether it’s clever or cowardly. At first glance, it seems they are apologising for being a soy milk; they packaged themselves in a cow’s udder and drew inspiration for their name from a derivative of mammary.



But then I think a little harder about what they are trying to convey. Perhaps they are trying to get me to reappraise soymilk? And convert those that would rather die than drink milk from a bean? I am a soy drinker, so maybe that’s why I’m a little confused.

In any case, I am talking about it. And challenger brands have a knack of starting conversations and getting famous. At the end of the day, I commend them for creating packaging worthy of comment. This was probably the only ‘media’ they could afford at launch. And it’s working.

Would love your thoughts. Anyone else confused? Is this clever or cowardly?