Plant-based milk Whole Moon has launched “Straight Up Good,” a comedy campaign that features colorfully offbeat fans of the non-dairy alternative as they are in unexpected situations, enjoying the beverage on its own, not just as a topper. The campaign was created in collaboration with freelance creatives Scott Kaplan, Matt Vescovo and Vlad Ivangorodsky, who served as Whole Moon’s bespoke agency, along with comedy director Megan Brotherton.

“Straight Up Good” breaks with a series of videos across digital and social platforms, including this spot titled “Drink it Alone” where a woman enjoys the tasty, nutritious beverage “straight up.” She talks about the virtues of drinking it alone--and then segues humorously into other solitary aspects of her life.

“Almost no one drinks plant milk on its own,” said creative director Kaplan. “You put it in your coffee, your smoothies, your cereal. Whole Moon tastes so great it breaks that habit. We created standout spots with funny product demos where very different characters drink Whole Moon straight in surprising ways. The brand wasn’t afraid to do something edgy and memorable, which is pretty rare these days.”

“I had a blast working on the Whole Moon campaign,” said Brotherton, who is known for directing high-profile comedy campaigns. “As soon as I read the scripts, I said ‘I’m in.’ The creatives were super collaborative. They really listened to my input and suggestions as the scripts evolved and when it came to casting we were all aligned. The cast really elevated the scripts and brought out even more humor. It was truly a joy to direct.”