The reasons for drinking Silk Soymilk are many and varied, but taste is the reason to talk about it. That said, taste is subjective and different people have different ways of describing it. In this campaign, I teamed up with Evolution Bureau to create a platform for the social community to define the new great taste of Silk Soymilk and Silk Iced Latte in a fun and engaging way. Silk selected one fan description per week, and we went to work producing unique content based on the user’s submission. Descriptions were chosen on their creative merit and how they represent the Silk brand. That's right, we had to produce one every week based on fan feedback!