Super Bowl LVIII: Silk Taps Avenger Jeremy Renner for New Plant-Based Milk Commercial

Plant-based milk brand Silk will air its first Super Bowl commercial featuring actor Jeremy Renner, who is making his return to the screen after a traumatic accident last year. The commercial follows Renner making breakfast for his daughter using Silk's products, as he credits the plant-based milk for helping him on his road to recovery. Silk is only the third plant-based company to advertise during the Super Bowl, with the ad expected to reach over 200 million viewers on February 11.

Previous Super Bowl ads for vegan brands, such as Beyond Meat in 2018 and Oatly in 2021, have been both successful and polarizing. While the $7 million price tag for a 30-second commercial may be substantial, the influence and consumer demand driven by Super Bowl ads can be significant. Silk, as a market leader in plant-based milk, will aim to target Gen Z NFL fans and tap into the growing popularity of alternative dairy products in the US market.