Alpro — New Product Launch

KV copy & TVC storyboard

three-blend plant-based milk

「おいしいとこどり。」

The best of all of it.

The insight

A product made from three plant-based milks has an obvious story problem: three ingredients usually means three compromises. Plant-based milk in Japan still carries a faint "good-for-you, not-great-to-drink" reputation. So the brief's two goals — taste and health and "look, there are three of them" — could easily have pulled in different directions and produced a worthy, boring line. The move was to turn the three-blend fact from a spec into a promise: you're not compromising across three milks, you're getting the best part of each.

The craft

• いいとこどり → おいしいとこどり. The line puns on the common phrase いいとこどり ("cherry-picking the good parts") by folding おいしい ("delicious") into it. One small sound change carries the entire brief — taste and "best of each blend" . That's the whole strategy hidden inside an idiom people already say.

• It does the work the spec couldn't. "Three kinds of plant milk" is a feature; おいしいとこどり reframes it as a benefit, without the line ever having to list the three.

• Hiragana and a soft close. Kept light and spoken, friendly rather than clinical — the opposite of the earnest health-food register the category usually defaults to.

Scope

• KV copy & TVC storyboard

• Part of a team

• Brief from Alpro

Where it ran

Product key visuals & Youtube ad