I helped bring some much-needed joy to a category that had been taking itself too seriously.
People take their yogurt serious. Probably too serious. Please stop, everyone. So, I was asked to remind people that besides being good for you, yogurt can taste good too. Our campaign, It’s Time to Lick the Lid Again, did just that with expressive imagery and an upbeat tempo. The broadcast efforts were part of the largest new product introduction in the history of Yoplait, resulting in $150MM in Year 1 sales.