Our task was to craft a communication concept that embodied the brand's personality: "upbeat, revolutionary, potato obsessed." While others in the category were busy being rebellious, we chose to step away from the debate. Instead, we celebrated what matters most for a product to become a sustainable habit: its taste. "Here's to genius taste." You're probably thinking, "How good can a potato-based milk actually be?" The answer, as we found out, is surprisingly delicious.