Campaign details
Brand: FrieslandCampina Vietnam/YoMostLead agency: Leo Burnett VietnamRegion: APAC
Objectives
In 2016, YoMost, a market leader in the 'Drinking Yoghurt' category, had declined in shares by 10.4% while the category grew (17% YTD, client's data). To arrest decline we would have to return to our business of being a youth icon.
Target audience
We realized that the iconic youth brand had lost the connection between the brand and the youth with its 'Real Me' campaign. The communication was alienating young adults and appealing to an older audience who had grown out of 'Drinking Yoghurt'...