The Switch 4 Good campaign is one that endorses a plant-based lifestyle while outlining the four main benefits of it -- health, performance, sustainability, and ethics. The ad first ran during the 2018 Pyeongchang Olympic Games and is a direct response to the recurring biannual advertisements like 'Got Milk?'
The Switch 4 Good ad challenges the media-created notion that dairy "doesn't just build strong bones, but also gold-medal-winning athletes" with Olympic athletes that endorse a plant-based lifestyle. The line-up includes sprinter Malachi Davis, soccer player Kara Lang, weightlifter Kendrick Farris, swimmer Rebecca Soni, cyclist Dotsie Bausch and alpine skier Seba Johnson. Each of the professionals briefly explains how a plant-based lifestyle is beneficial to their way of life and crucial to their performance.
Olympian-Endorsed Plant-Based Lifestyles
The Switch 4 Good Campaign Urges People to Go Dairy-Free
Trend Themes
1. Plant-based Lifestyles - Creating plant-based alternatives for dairy products may disrupt the traditional dairy industry.
2. Endorsement Marketing - Utilizing Olympic athletes to endorse plant-based lifestyles can disrupt traditional advertising strategies.
3. Health and Performance Benefits - Highlighting the health and performance benefits of a plant-based lifestyle can disrupt traditional dietary norms.
Industry Implications
1. Plant-based Food Industry - The success of plant-based lifestyles may create opportunities and demand for innovative plant-based food products.
2. Sports and Fitness Industry - The endorsement of plant-based lifestyles by Olympic athletes can create new market opportunities within the sports and fitness industry.
3. Advertising and Marketing Industry - The use of endorsement marketing with athletes promoting plant-based lifestyles can disrupt traditional advertising strategies.