Yoplait launches joyful new brand platform ‘Yoplait Your Day’ via AJF Partnership
Australia’s number one yoghurt brand Yoplait has launched a new brand platform via AJF Partnership, championing play for the young at heart.
The new platform positions Yoplait as a joyful brand for the whole family that brings little moments of joy into the everyday.
Serving as a reminder to enjoy the little things in life, the new platform is launching with a 30 second hero ad built around the distinctive Bill Withers’ song, ‘Lovely Day’.
Yoplait Marketing Manager, Niamh Farrell said, “Yoplait has been a staple in Australian fridges since 1982 and has continued to build trust in its name and quality over this time.
“We hope long-time Yoplait fans love seeing our brand evolve as we launch our first major campaign for Yoplait in almost three years.
“The campaign focuses on celebrating the joyful nature of our products and their wide appeal across all demographics.
“We think that ‘Yoplait Your Day’ is a fantastic way to spread the joy of the brand to more households across Australia, and we are excited for the opportunities it is going to create for Yoplait going forward.”
AJF Partnership ECD, Scott Walker said, “Being challenged to bring more joy into the everyday is always a great brief. And bringing play into adult lives where it has been largely lost is also a worthy cause.
“It’s often the little joyous moments in life that can make a difference to your whole day, and Yoplait is like opening a tub of joy so, poignantly, we had fun bringing that to life.
“It is always exciting to create work with such a truly iconic song at its heart. There are few songs as full of joy as the work of Bill Withers.”
The campaign launches this week around Australia, initially across TV, cinema, digital, social and OOH and aims to reach an audience of 4.3 million families across the country.
Client: Bega Group
Matt Gray: General Manager Marketing
Anne Dowsley: Head of Yoghurt and Culinary, Marketing
Niamh Farrell: Marketing Manager Yoplait
Nicole Alifragis: Brand Manager – Yoplait
Creative Agency: AJF Partnership
Production Company: Collider
Director: Jack Naylor
Music: Chris Chalmers
Music Supervision, Rights, Licensing and Music Production: Charmed I’m Sure
Composer: Craig Wilson
Sound Design: Rumble Studios
Media: Starcom
19 Comments
Best ad to come out on this day.
Cringey work
That singing child is the stuff of advertising nightmares. How in this day and age your CGI can be that poor is alarming to me. Yikes.
Beat me to it.
Yet again. Singing and, or dancing, is not an idea.
Loved to be a part of this 🙂
… is my 13th reason.
at 00:25… how did no one stop that getting through?
The result of not having enough budget to execute an idea. Every production company in Australia looked at this and 90% of them rejected it due to the compromises that would have had to be made. Personally, I thought the final work would be worse…but just more evidence in this economic climate that production companies are under pressure and directors still need to earn. Until appropriate budgets are married to creative (regardless of how good it is)…it will be a race to the bottom.
100% agree with you. no time and no budget and this is what you get.
Amazed how the production company and post pulled it off to even this standard given the time constraints.
im sure it was an uphill battle with the teeny tiny budget.
Easy to troll form the sidelines @nightmare fuel – have you ever pushed a pixel in your life.?
Nobody is blaming the production house…the song obviously chewed all the budget.
Excuses aside if it’s that terrible, no-one is forcing you to post it on CB.
whos posting it on CB? The Post house? The Prod Co? i doubt it.
360 degree rule..
Superbowl budget i’m sure
Why ad execs still use the most irritating song ever for their ad is beyond me. I turn the sound off every time. And, before you say ‘But, it makes you remember the ad!’ No, I had to Google what the ad was for in order to complain about it. It’s horrible.
If you think Bill Withers ‘Lovely Day’ is ‘the most annoying song of all time’ then all that proves is that you have no taste and your opinion can thusly be utter ignored.
that ‘In the know’ is always the ECD trying to back out and pass the blame downwards