• by Larissa Faw , April 13, 2016

Organic Valley is launching an online and social media campaign designed to reach busy women in the mornings. 

Developed by its new creative AOR Humanaut, the "Organic Balance Real Morning Report" is designed to reveal secret truths about women’s morning habits. "Its purpose is to deflate the myth of the perfect woman—as seen on TV, Facebook and Instagram—and start a real conversation about all the craziness that modern life entails, whether that be answering business emails on the toilet or wearing the same bra for five days or more, which 26% of women have done," says the agency.  

The content is backed by research into women's behaviors, including that 79% of women admit to eating breakfast in a moving vehicle; only 16% of women would ever describe their morning with the hashtag #blessed; 33% of women never make their bed, ever. And hair, shower and makeup outrank breakfast in order of importance to women. 

Organic Valley is launching the campaign by posting the initial Real Morning Report findings online and encouraging people to contribute to the study. 

"We are tracking all online responses on the back end of the site," says Humanaut's David Littlejohn. "But they will not be updated in real time. As the campaign continues we will be able to update the stats if and when we see new findings. But our plan is to do a final real morning report and post the findings of the complete online study.” 

In addition, the effort kicks off with a 90-second video that spoofs the beautifully balanced modern woman who has it all through the "serene, jargon-spouting, upscale, hippie-chic, urban prototype seen in about 99% of commercials," says the agency. 

Rather, this clip opens with a woman doing yoga in a sun-drenched loft and transitions to another journaling in her pajamas. But then, the scene shifts from fantasy mornings to the everyday experience of real women. 

“According to science, most professional women don’t have time for any of that,” states a woman while brushing her teeth. Do you know what 100% do have time for? “An organic breakfast in a bottle,” answers another woman, while drinking an Organic Balance in a speeding cab. 

Last month, Humanaut was named the lead creative agency following a year-long marketing collaboration. The “Save the Bros” collaboration was deemed a viral hit with more than 12 million video views, over 100,000 social shares.  The farmer owned cooperative says it is the world’s first billion-dollar organic-food company.