The challenge
Yazoo was hugely successful in the children's market but had exhausted growth and reached high levels of penetration.
The insight
Our Strategies For Growth research identified the young adult audience who liked milk drinks but had dropped them from their repertoire. The new campaign would seek to reposition the Yazoo brand to appeal to an adult audience alongside its heartland audience of mums and children.
The creative solution
We developed the 'Milk Shaken Up' campaign with the first phase of the campaign completed in November 2008 with the introduction of modern packaging, a new recipe with real fruit juice and no artificial sweeteners and a huge outdoor burst of activity. The second phase takes the idea on TV for the first time. In addition the campaign was supported by nationwide sampling in Tesco.
The results
Yazoo grew significantly in 2008 & continues to do so. To find out more please call Keira Lloyd on 01892 703176.