Spec Work Brief:
OATSMOOTH - Creamy Plant-Based Oat Milk Launch.
Client: OATSMOOTH (fictional brand)
Sector: Food & Beverage / Plant-based
Project Type: Launch Campaign - Copy & Concept
Background
OATSMOOTH is a new player in the competitive plant-based, milk market, focused on ultra-creamy, barista level oat milk that actually tastes good. Their USP? No gums, no weird aftertaste - just pure, silky oats. They’re launching in the UK and want to disrupt a category dominated by corporate looking packaging and vague wellness messaging.
Objective
Create a tone-of-voice and launch copy for the brand’s debut across online and physical touch points. The messaging should educate, provoke a smile and differentiate OATSMOOTH from its more sterile, “wellness” competitors.
Deliverables (for portfolio purposes):
x1 tagline
x1 hero landing page copy
x3 social media post captions
x1 in-store POS headline
x1 short About Us paragraph
Target Audience
Millenial & Gen Z
Urban, coffee-obsessed
Sustainability-conscious but fed up with preachy brands
They want products that feel designed for them, not their yoga teacher.
Tone of Voice
Smart but cheeky
Refreshingly honest
Modern & minimal (like the design)
Copy that feels handwritten in the margins of a notebook
Inspiration
Minor figures
Glossier’s early tone
Pret’s coffee napkin copy
Brands tha aren’t afraid to go weird (but stay clear of try-hard)
OASMOOTH Launch - Spec Campaign
Tagline
“Creamy as hell. Oaty as heaven.”
Landing Page Copy
Headline: Not your yoga teacher’s oat milk.
Body:
OATSMOOTH is the unapologetically creamy oat milk for people who love their coffee bold, their breakfasts quick and their milk actually tasty.
No gums, no nonsense, no dairy. Just 100% oats, made smoother than your barista’s chat.
Whether you’re a flat-white obsessive or a cereal minimalist, we’ve got your cup (and your conscience) covered.
Get your first sip today!
Social media captions
1
We tested 17 oat milks so you don’t have to.
OATSMOOTH was the only we wanted a second date with. #SmoothMovesOnly
2
No gums. No sludge. Just dangerously good oat milk. We’re here to cause a stir (inyour coffee). #OATSMOOTH
3
Zoom in.
No, closer.
See that velvety microfoam? That’s what we call a smooth operator. #BaristaApproved
POS HEADLINE (in-store signage or online)
“Moo-free. Fuss-free. Silky AF”
About Us (short Bio for packaging or website)
We’re OATSMOOTH. A small gang of oat-loving drinkers who were tired of weird tasting oat milk and labels we needed a chemistry degree to read. So we made our own- just oats, water and a touch of salt. Smooth enough for your flat white. Real enough for your fridge door.