New York - Leveraging the strength of Yoplait's brand equity and reinforcing confidence in a crowded yogurt category, Saatchi & Saatchi New York adds a colourful instalment to its longstanding General Mills relationship with the launch of a new and vibrant integrated campaign, unveiling 40 new yogurt flavours.
Our fresh, new work includes TV, digital and print and breaks category conventions. There is less dialogue and far more focus on music, sound and creating emotional connections. Design is also key element to new campaign. Yoplait's iconic cup is now front & centre. The campaign showcases dancing yogurt cups that swing into different shapes on brightly coloured backgrounds.
Social media is another fun part of the body of work, as real Tweets and Facebook comments are utilized from Yoplait followers raving about the brand. However, the ads play up the long-used "it's so good" tagline and tout the brand's many flavors through light and energetic aesthetics, accentuating the color, energy and life that the Yoplait brand represents.
See the films at http://www.youtube.com/user/yoplait?feature=results_main