Latest integrated campaign by VCCP London builds on Müller’s commitment to champion and empower British Athletes ‘The tasty way to liven up your day’ dismisses outdated perceptions of kefir, and repositions the health drink in line with popular fruit smoothies
Today Müller is launching their latest integrated campaign to support the new Müller Kefir Smoothie range which launched earlier this year. ‘The tasty way to liven up your day’ is a multimillion pound marketing campaign created by VCCP London, starring world champion sprinter and brand ambassador, Dina Asher-Smith, and is designed to inject vibrance and youth into the kefir category.
Müller, the nation’s favourite yogurt brand, aims to shake up the kefir market by encouraging consumers to change the way they view kefir. The 20” film titled ‘The tasty way to liven up your day’ aims to inspire people to live happier, healthier lives whilst challenging the misconception that kefir products fall short on taste. To help bring this to life, the live action shots integrate with fresh, vibrant and arresting food visuals, designed to bring to life the delicious health and taste benefits found within the new Müller Kefir Smoothie range.
Showing consumers that the new Müller Kefir Smoothie is ‘the tasty way to liven up your day’, the integrated campaign positions the product as a delicious pick-me-up. The Müller Kefir Smoothie is the latest addition to the Müller portfolio – a kefir product that has all the taste of a delicious fruit smoothie.
Müller believes that beyond health, food should be a great source of pleasure and add taste to life. To bring the new product to life, the campaign features Müller brand ambassador: World 200m Champion, Britain’s Fastest Woman, and two times Olympic bronze medal winner; Dina Asher-Smith. Dina embodies everything Müller stands for: health, confidence, high energy and positivity. Müller offers consumers a new way to consume kefir, with added gut health benefits, whilst appealing to a new, younger audience.
Michael Inpong, Strategy and Marketing Director at Müller Yogurt & Desserts said: “Our customers know that Müller products are guaranteed to taste great. So, when entering the kefir category, where the choice and flavours were limited – it was important to make sure our campaign brought to life how delicious and exciting our offering is. The spot shows how we’re adding our unique flavour of taste, as well as fun to the category”
Tony Hector, Group Creative Director at VCCP London, added: “It was great to work with Müller ambassador Dina Asher-Smith again to bring this campaign to life. Kefir was a category in need of an injection of fun and Dina’s infectious energy and positivity really embodies our product and the concept of the tasty way to liven up your day”
‘The tasty way to liven up your day’ will run across TV, Social, PR, and be supported by in-store promotions and product sampling from 1st October for 2-months. Media has been planned and executed by MediaCom.