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Dairy-Yogurt
While consumers have been aware of the health-benefits of yogurt for sometime, most national advertising has been more brand-centric. United Dairymen of Idaho needed a way to revitalize yogurt with youthful energy while driving home the power-position of yogurt as one of the “three-a-day” dairy food choices.
Drake Cooper set out to increase purchase occasions by re-positioning yogurt as a perfect midday snack, regardless of what you happen to be doing. The optimistic and empowering campaign went against the grain of most diet regimens based on soul-crushing deprivation strategies.
The message was that with all the no's that come with our food choices, there is a tasty and healthy "yo" just around the corner—yogurt. By creating a brand idea around the re-animation of the “Yo” idiom, the health message became less formal and more friendly. This allowed for an increased probability of behavior change to think of yogurt as a more on-the-go active lifestyle product versus an infrequent commodity-type purchase.
