• by Karlene Lukovitz  @KLmarketdaily, June 13, 2016

Silk’s new ad campaign takes an edgy, funky, even somewhat quirky approach to broadening the appeal of plant-based beverages.

The brand, which is marking its 20tj anniversary, launched two new national television spots last week urging people to #DoPlants. 

One stars tennis great Venus Williams drinking Silk during breaks from the court and telling us that “strong is good.” 

The other features music producer, DJ and radio personality DJ Khaled rapping as he makes himself a smoothie, with cameos by Williams and a thirsty space alien, along with a gymnast and a family. 

The spots will run throughout the summer, reports Rebekah Lyle, director of marketing for Silk Plant-Based Foods and Beverages. 

The campaign is the first work for Silk from Fallon, agency for Silk parent company WhiteWave Foods as of late last year.

It will also include a “Path to Plants” digital series starring Williams and other plant advocates to be announced in the coming months, a refreshed Web site, print ads and social media. Khaled is also currently featured in a 15-second video on the brand’s Twitter page.

In addition, new packaging will be introduced later this year, according to Lyle.