After 15 years of product communication, Yoplait faced a major challenge: the five sub-brands had become more famous and inspiring than the Yoplait masterbrand itself.

Drawing on this, the Agency explained Yoplait why communicating on the masterbrand with a strong brand purpose was a priority:

• A strong brand purpose is a proven sales driver

• it gives the brand a standpoint

• it acts as an influence of choice

• it creates loyalty and advocacy

• it provides a vital differentiator in markets where the category is growing more competitive

And last but not least, communicating on the Masterbrand will drive consumer preference!

Yoplait agreed and we decided to develop together a digital campaign to encourage people to change the way they look at the world and see the « bright side of life … by showing them that life is a series of moments

worth living intensely.

I Love my age / Taste the bright side of life.

Idea : People from 1 to 100 years old tell you what makes them the most happy today.

With its all range of tasty yoghurts adapted to every step of life, Yoplait aims to offer happiness for everyone. To promote this state of mind, we created the I Love My age campaign. People from 1 to 100 years old were asked what made them happy today. We filmed their answers and created a big digital life strip with this material. Each video, from 10 to 90 seconds, was also available individually on Youtube and published one by one on social media, so people could share our little piece of happiness.

In terms of assets, the Agency has developed :

• a teaser (30sec),

• a long format (2min18),

• and 50 stand-alone videos featured in a historical timeline on ilovemyage.fr

We launched the campaign in May 2016 with two partner websites : Konbini.fr and demotivateur.fr in order to develop third-party content and amplify the concept with a target prescribers during 10 days.

Then, the videos had been pushed on Youtube (pre-roll), Facebook and Outbrain during 3 months.