YoMost: Make a Move #TLPN

YoMost, a drinking yoghurt brand, launched a campaign in Vietnam to re-engage its target audience and subsequently increase market share.

Campaign details

Brand: YomostLead agency: Leo Burnett VietnamRegion: APAC

Objectives

In 2016, YoMost, a market leader in the Drinking Yoghurt category, had declined in shares by 1.8% MAT 2016 while the category grew (17% YTD, Client Data).

Target audience

We realized that the iconic youth brand had lost the connection between the brand and the youth with its Real Me campaign: balancing passion and profession. Most of our key target audience were yet to have work experience. The communication was alienating young adults and appealing to an older audience who had grown out of 'Drinking...

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