Fuel Your Hustle
With the Greek yogurt category booming in the US, Dannon wanted to reposition Oikos -a brand that was rising with the tide but not growing as much as its competitors or other Dannon Greek brands- to target Millennials, who were driving a big chunk of the category but no brand was talking directly to them. A full repositioning project that gave the brand a new look, personality and roadmap that has been used as its platform for over 5 years
The Strategy
The Challenge
Every greek yogurt was trying to own the same ‘healthy & tasty’ space in consumers’ mindset but not really tapping into any Millennial behavior
The Insight
Millennials not only wanted to be defined by more than one thing (“runner, foodie, dad” - check those social media bios), they also wanted to show the world how they were juicing every one of those experiences to the max.
The snacks they loved were the ones that enhanced their multi-faceted lifestyle: convenient, healthy AF and packed with energy
The Way In
We placed Oikos out of the Greek category and into the ‘food as fuel’ category, where we had a very distinctive and bold proposition. We painted the cup black, partnered with the NFL and celebrities like Cam Newton, Dak Prescott or Misty Copeland and launched a participatory campaign where we funded people’s passion projects. Things you just wouldn’t expect from a yogurt brand
How we brought it to life
Reframing a brand out of what consumers expect of it, takes way more than a TV commercial. By working tightly with the marketing and research leads on the client side and leading a team of multi-faceted strategists and creatives, we came up with a whole 360 ecosystem that has been the foundation for what the brand has created ever since
Packaging & Identity
Re-styling of all the brand identity, packaging portfolio and point of sale materials, together with a visual guideline that would be the north star of the brand expression in all touch points
TV & OOH & Print
Video and static awareness-driven assets with adapting messaging per platform and key audience segment
Social
Short & long form video and images made for social, ranging from brand equity to product superiority focused assets
Digital Activation
A partnership with the crowd-funding platform Indiegogo to invite all side-hustlers to submit an unrealized passion project and oikos’ commitment to fund the top voted ones by the community
THE RESULT