iögo: The new way to say yoghurt

This case study describes a campaign in Canada to launch iögo, a new yoghurt brand owned by Ultima Foods.

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...

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