Yazoo Milkshake - FMCG

Description

SWC was tasked with developing a new positioning and creative campaign to inject the fun back into the UK’s number 1 milkshake brand.

Challenges

Mums preferred Yazoo to other soft drinks because of it’s health benefits – less sugar and some milk content

Children saw the brand as childish so the look and feel needed a refresh

We wanted to look for new audiences to increase our cohort

Solutions

Inject the fun back into the Yazoo brand by moving the positioning on from the childish dinosaur to something a little more mature and accessible

This also enabled us to address a different target audience – ‘white van man’ who loves a pick me up mid afternoon or after the gym

A fully integrated campaign across TV, OOH, website, social media, sampling to launch the new position and packaging

Impact

Ireland virtually sold out of Yazoo in the first month

New audience segment successfully established: white van man