Keen to steer the brand away from a world of over excitable yogurt eaters and slow-mo falling fruit montages, ATN have steered the brand into a more standout, humorous direction – focussing on the inner happiness that delicious Onken brings; how hard it is to put it into words.
The 20” and 10” spots, feature Alan, our main protagonist who we find sitting quietly in his lounge, enjoying a pot of Onken on the sofa. As he enjoys a large spoon of the delicious yoghurt, he is suddenly interrupted by his fluffy white Persian who, for once, decides to show him some appreciation.
Other displays of affection, play out across Instagram stories and Facebook; the campaign spans social, retailer, magazine, online and experiential – the experiential event in July, named the ‘Haus of Inner Happiness’, will give consumers the chance to trigger their senses and challenge what brings them a feeling of inner happiness.
Working alongside sister agencies from across the group, including The&Partnership London, experiential agency muster, media planning and buying agency m/SIX and PR agency Halpern – given the campaign a true 360 communications platform.
Mathilde Van Roon – European Marketing Manager at Onken said: “Our ambition was to create a campaign that evokes emotion, raises a smile and sets Onken apart from others in the category. ATN have really delivered this and we’re excited to launch this campaign.”
Sam Willard, Creative Director at ATN said: “It’s been a joy working on this campaign for Onken. From searching for our perfect feline star – to working with such high calibre of comedy actors – we’re really proud to kick off our relationship with Onken with this campaign.”
Source: The&Partnership Group