Visuals of many different kinds of people dancing in unsual places. The conclusion shows many of these people eating Muller yogurt ending with the tag line, 'Lead a Muller Life'.
Philosophie
The convention saw the commoditised competitors competing on rational product benefits. Through disruption, TBWA London and Muller took the brand out of the yogurt market, and into the much more lucrative world of snacking.
Problème
As the number three grocery brand, some might say that Muller are in a strong position, but they have ambitions to grow further. We aim to take them out of the relatively narrow-framed yogurt market which is filled with private labelled competitors and little potential for market share growth.
Résultat
The campaign has only recently launched but Muller have had the best January sales figures in its history and received over 800 letters of appreciation for the new campaign.