New creative campaigns reinforce Greek yogurt as the ultimate ‘Dream Snack’
Boucherville, Quebec, February 14, 2018 – OIKOS, Canada’s best-selling brand of Greek yogurt, is making its mark in 2018 with a series of new creative marketing campaigns that reinforce the pleasures of more nutritious, yet delicious, snacking.
Supporting key product launches and overall brand equity, the new campaigns cater to distinct consumer demographics while taking a humorous approach to positioning thick, creamy Greek yogurt as the ultimate ‘dream’ snack.
“The popularity of healthy snacking will continue to grow in 2018. OIKOS is staying ahead of the game by making a bold marketing statement that engages consumers with the message that snacking should always be an experience to savour,” said Melanie Robitaille, Marketing Director, Danone Canada. “We’re catering to distinct audiences through different mediums, placing a big bet on young professionals with edgier bite-sized digital content, while engaging baby boomers by extending the TV campaign they know and love. It’s a winning combination.”
OIKOS Mix: The Dream You’ll Flip Over
The brand is supporting the launch of OIKOS Mix – its first individual-sized yogurt to include on-pack, mix-in ingredients available in four flavours (Vanilla with Honey Roasted Almonds and Granola; Pineapple with Coco Flakes, Hazelnuts and Granola; Coconut with Salted Roasted Almonds and Dark Chocolate; and Vanilla with Walnuts, Spices and Shortbread Pieces) – with on-and-offline creative that spotlights ingredients that set the new product apart.
Featuring the tagline “The dream you’ll flip over,” the campaign centres on a 15-second TV spot featuring Simon, the hero of the brand’s longstanding ‘Dream’ platform. Created by TAXI, the spot opens with Simon enjoying an OIKOS Mix, explaining how the product’s “crunchy goodness” combined with flavours like pineapple, coconut and vanilla make an already delicious Greek yogurt “even more irresistible.”
Product ingredients are also front and centre on a series of banner ads created by Mirum and supported by a media strategy from Carat that positions OIKOS Mix as an ideal ‘on the go’ snacking solution. Online media was purchased with dayparting between 7:00am and 11am and 3:00pm and 7:00pm to target consumers during key snacking moments. The media strategy also puts an emphasis on mobile-specific placements like Spotify Sponsored audio sessions and video takeovers and Interstitial Juice banner ad targeting during peak commuting hours. The brand’s NHL sponsorship will be leveraged through OIKOS Mix banner ads on NHL.com.
OIKOS Mix will also engage consumers via social media tactics that include Instagram-based Influencer partnerships, Facebook advertising and content on the brand’s owned Instagram and Facebook channels.
The Greek of Your Dreams
The broader OIKOS brand portfolio is getting a fresh wave of support via new creative, including a TV spot featuring the return of unrequited lovers Simon and Daniela and a Quebec-focused social media campaign that features a twist on the ‘Dream’ platform with popular comedians Phil Roy and Julie Ringuette.
The 30-second TV spot features the latest chapter in Simon’s quest to win the heart of Daniela, the girl of his dreams. A daydreaming Simon is transported back to the romantic Greek islands during his OIKOS snack break, where he goes to great lengths to connect with Daniela – only to be snapped back to reality when his spoon scrapes the bottom of his yogurt container, putting an abrupt end to his fantasy.
On the Web, French-speaking Quebec consumers are treated to a series of humorous videos created by Carl and featuring comedians Phil Roy and Julie Ringuette. The videos feature a fresh take on OIKOS’ ‘Dream Snack’ positioning by asking each comedian to share their personal Greek-inspired dream, ranging from a run-in with a Minotaur to their definition of the perfect Greek (yogurt, that is). Each comedian is featured in two 6-second videos promoted via YouTube pre-roll ads, Facebook ads and Instagram Stories shared on their personal accounts and Oikos_Canada. Longer-format videos will be shared on the OIKOS Canada Facebook page, YouTube and similar channels.
OIKOS products are available in grocery and big-box stores across Canada.
Advertiser: Danone Canada – OIKOS (Mélanie Robitaille, Fanny Thibault, Victoire Callec)
Strategy and creative: TAXI
Social media strategy and creative: Carl
Public relations: Danone Canada and NATIONAL Public Relations
Point-of-sale advertising: Geometry
Danone is a business unit of Danone and operates from headquarter offices in White Plains, NY, Broomfield, CO, Boucherville, Quebec, and Mississauga, Ontario. Danone was formed following the acquisition of WhiteWave Foods by Danone, bringing together two purpose-driven, health-focused and high-growth companies. Danone’s ambition is to produce healthful dairy, plant-based products and coffee creamers and beverages, create economic and social value and nurture natural ecosystems through sustainable agriculture. Its portfolio of brands include: Activia, DanActive, Danone, Earthbound Farm, Horizon Organic premium dairy products, International Delight coffee creamers and iced coffee, Oikos Greek yogurt, Silk plant-based foods and beverages, So Delicious Dairy Free, Vega and Wallaby Organic. For more information about Danone in Canada, please visit danone.ca, facebook.com/danonecanada or @DanoneCanada..
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