The Collective Gets Grown Ups Slurping with Adult Yoghurt Pouches

Independent creative agency Joint unveils new, bold billboard for The Collective’s new Adult Pouch range.

The campaign launches The Collective’s brand new product - a range of yoghurt pouches made for adults, hungry for a new on the go snack. The brand has seen huge success in the kids Suckies range and are now focussing on a whole new consumer segment.

‘See it, say it, slurp it’ showcases the snacking benefits of the pouch, created with adults on the move in mind, hitting commuters at stages of their journey when they’re most likely to want an on-the-go snack.  

As self-confessed ‘dairy shaker uppers’, The Collective continues to bring something different to the yoghurt aisle. Each pouch within the range offers a different functional benefit - whether it’s boosting immunity, improving your gut health or keeping you feeling fuller for longer. The pouches also come in flavours from Apple, Kiwi & Spirulina to Cherry & Acai. As a new concept for adults, this range proves pouches aren’t just for kids.

‘See it, say it, slurp it’ launches alongside insight led headline, ‘If wine can be in pouches, so can yoghurt’.

The campaign aims to drive fame for the brand, boosting awareness of The Collective’s new broad range of yoghurt pouches for grown ups amongst new and existing customers alike, and directing them instore and online to purchase. The Collective have ambitions to become the UK’s favourite premium yoghurt brand, whether enjoyed at home or on-the-go. This new range of pouches reflects the brand’s strategic move to bring healthy snacking to the adult yoghurt segment, meeting a breadth of health need states, through epic tasting yoghurts, without the use of anything artificial.   

Algy Sharman, chief creative officer at Joint said, It’s always great to see The Collective work out in the world. This campaign has really developed a fresh and cheeky tone of voice. We can’t wait to see where it goes next.

Tor Hunt-Taylor, marketing director at The Collective said, It's been super collaborating and conspiring with Joint, as to how we bring our shiny new range of adult pouches into our brand campaign. As the challenger brand in our category, we always aim to be the 'antidote to boring’ and use our brand tone of voice and consumer insight to entertain our target audience. The new campaign creative oozes personality to drive brand salience, outsmarting rather than outspending in how we win consumers over. We're excited to hear the real world reactions!

This most recent burst of creative is currently live across OOH and YouTube, heroeing The Collective’s well loved kid’s Brekkie and Suckies pouches, alongside the newly launched Adult Pouch range.