YAZOO - Core & Indulgence

In the dynamic beverage market, YAZOO has been a staple of refreshment since 1987, a beloved treat that stood the test of time. However, the brand's image had dulled, perceived as juvenile and economical, despite its unrivaled taste. The challenge was to reinvigorate YAZOO's brand perception, to align it with the core values of Dairy Goodness, Tasty Flavour, and Playful Fun. Our strategic insight crystallized into the big idea: 'Refreshingly Real'—a celebration of authenticity, a call to embrace the unadulterated joy of life, and a return to simplicity.

The 'Refreshingly Real' message was just the beginning. We expanded its reach from packaging to a comprehensive brand campaign, creating a cohesive and engaging story for our audience.

Spotting a niche in the premium milkshake segment, we introduced the 'Thick N' Creamy' range, leveraging YAZOO's longstanding reputation for refreshment. This new line was a strategic addition, offering an indulgent experience to our consumers. The packaging and marketing of the 'Thick N' Creamy' range were crafted with precision, utilizing CGI to visually express the product's rich and indulgent texture.

As the Account Director, we ensured that every aspect of the campaign communicated YAZOO's revamped brand ethos, from the 'Thick N' Creamy' product launch to the overarching 'Refreshingly Real' narrative. Working with the Friesland Campina Team, we were also able to persuade the key stakeholders, to adopt the gold logomark. A first ever in Friesland Campina’s and YAZOO’s history.