Monday, 11 October 2010

Challenging category norms with creativity

In days gone by I worked on the yellow fats and dairy category (that's butter, milk & yoghurt in normal non marketing lingo). I found it hugely ironic at the time, given that I'm allergic to dairy products and don't even really regularly walk down the aisle in the supermarket.

However, I did work on it for long enough to know that unless there was a cow and some broad lush green landscapes in the creative, clients would shout and complain about the lack of wholesome, freshness cues. The category has been stuck in creative stereotypes for years. Yawn.

So absolutely full marks to Yeo Valley for taking a fresh approach. Sure, lots of dairy products are traditionally targetted  at the stereotypical housewives with children, women 25-54 blah blah, but watch this on YeoTube (pun clearly intended) and then decide for yourself whether an edgy approach might have just as much if not more appeal to that audience by taking a different angle.

I might just lead your views a smudge by sharing this tweet....

Love it! Made my Monday morning, even if I can't eat the product.

Nice also to see the loop being closed with some specific brand term created search featured at the end of the video.

Good looking website too, albeit flash heavy, with recipes, games, ringtones to download, the predictable product stuff and some social media signposting.

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