iögo: The new way to say yoghurt
Agency: DentsuBosClient: Aliments Ultima
Section I — Basic information
Business Results Period (Consecutive Months): Mid August-Mid November 2012
Start of Advertising/Communication Effort: Mid August
Base Period as a Benchmark: This case is about a new product
Section II — Situation analysis
a) Overall assessment
The story that led to the birth of the iögo yogurt brand is unique. After searching for a comparable case in the business world, we realized that nothing resembles it.
Imagine: your company is called Ultima Foods. During the past 40 years, you've...