Dive Brief:
- Califia Farms on Wednesday (Feb. 12) launched “The Green Album,” a collection of daily meditations voiced by actor Chris O’Dowd (“Bridesmaids,” “Big Mouth”), per details shared with Marketing Dive.
- Available on Spotify, the positive affirmations are intended to help houseplants (and consumers) grow, with the plant-based beverage brand planting one tree for every stream of the album via charity One Tree Planted.
- O’Dowd also stars in the brand’s 2025 ad campaign, “Good Talks,” that will air throughout the year across social, digital and streaming channels, including platforms Hulu and Prime Video.
Dive Insight:
Califia Farms is turning to musical marketing with a purpose-driven effort that ties to its brand identity as a purveyor of plant-based beverages. “The Green Album” looks to highlight the power of plants, whether as ingredients for non-dairy milk products, sources of joy in the household or crucial parts of the environment, and plays off research into how music makes plants grow.
The purpose-driven component of the effort comes through a partnership with nonprofit charity One Tree Planted, that — true to its name — will plant a tree for every stream of “The Green Album” on Spotify. The campaign has a goal of contributing to the planting of 25,000 trees.
Compiling albums and mixtapes is a frequent tactic of brands, including the likes of NYX Professional Makeup, E.l.f. Cosmetics, Bacardi and Mastercard, as they look to engage with culture and tap into increased time spent on audio platforms.
Bringing tracks like “Branch Scan” and “Seeding Self Love” to life is O’Dowd. The Irish actor has lent his voice to films including “Mary Poppins Returns” and “My Father's Dragon,” as well as Netflix series “Big Mouth” and its “Human Resources” spin-off. Goodby, Silverstein & Partners helped develop the concept for Califia Farms.
O’Dowd also stars in the brand’s similarly themed “Good Talks” campaign, which is running throughout the year across social, digital and streaming channels. The campaign includes a 30-second spot, “Simple Things,” about the brand’s almond milk; a 15-second ad, “Feelin’ Fancy,” about oat milk; and a 15-second ad, “Get Bold,” about cold brew.
