Danone Canada is using a winning recipe to promote Oikos Creations, a new line of Greek yogurt.
A TV spot, created by Saint-Jacques Vallée Y&R, shows a man eating yogurt on a beach in Greece, when a beautiful mermaid appears on a rock. When the man finishes his yogurt, it’s revealed it was just a daydream. He grabs another Oikos Creations from his fridge, then appears back on the Greek beach—this time wearing a mermaid tail.
The campaign was inspired by Oikos’ 2015 marketing campaign, “Dreamy,” which recently won a Bronze Cassies. The spot, which introduced the characters “Simon and Daniela,” shows how Oikos yogurt brings on daydreams. With Greece as a backdrop, the man eats yogurt while being seduced by a beautiful woman.
“The idea was to leverage the success of the campaign that we had last year and use the same recipe,” said Franck Escudier, marketing manager at Danone Canada. “[We have] a Greek background with the humour, the authenticity and the seduction that is taking place with our two characters, Daniela and Simon. The idea was to base it on the same type of story, but position Oikos Creations as the dreamier snack to fulfill your evening snacking moments.”
Oikos Creations is positioned as a more indulgent line of yogurt and comes in four flavours: Banana Choco, Lemon Meringue, Raspberry Choco and Coco Flakes. Escudier said the target market was the same for other Oikos products: people in their mid-30s who have hectic lives and snack regularly.
The campaign also includes billboards, banner ads and two online videos. One 15-spot showcases the different flavours while the second one is a coupon offer. On Instagram, consumers can take part in a choose-your-own adventure story. That element was also inspired by last year’s TV spot, which had 11 different endings online.
“We found [the different endings] were very successful for the brand, so this year we wanted to engage consumers in different type of execution and Instagram was the one that we decided to go for,” said Escudier.
The brand’s other agency partners on the campaign include Bam Strategy (digital), Carat (media) and National Public Relations (PR).