YAZOO Goes Thick and Creamy for ‘Inception’ Style Campaign
YAZOO, the UK’s number one flavoured milk brand, owned by FrieslandCampina, have partnered up again with Digital Natives to create a TVC for the launch of their new variant, Indulgent Chocolate and Creamy Strawberry Thick N’ Creamy. Debuting on 22nd March, the TV spot and suite of social ads are designed to position the thicker, milkshake-like drink as an exciting new addition to the YAZOO range.
Following YAZOO’s successful 2023 TVC, set to the classic TLC track 'No Scrubs', Digital Natives, the brands long standing social-first creative agency, were re-engaged to further develop the creative to introduce the new Thick N’ Creamy range.
From consultation with Ehrenberg -Bass institute, it was revealed that ads are 19% less effective if they simply add a five second tag to the creative versus ads that fully integrate the new messaging into the story. Digital Natives created an inception style film portraying two young adults watching the 2023 ad on their TV, with the addition of mouthwatering, slo-mo shots of the new product in action. This new ‘second half’ continues to target YAZOO’s younger, cooler audience by maintaining the joy and playful nature of the original ad.
The TV campaign and its accompanying social assets aim to raise awareness to the new varieties whilst achieving a positive halo effect on the YAZOO classic milk drink, increasing penetration and helping YAZOO take its next step into the world of indulgent and luxurious flavoured milk drinks.
Expected to hit 223 million impressions, the TV ad will air on ITV, ITV2, ITVBe, Sky Media, C4, C4 Owned, C4 Sales and be supported by a large digital plan and creatives across BVOD, YouTube, Meta, Snapchat and TikTok.
Digital Natives' co-founder, Oliver Elmes, added, “Having worked with the brand for over nine years, we’re thrilled with the new direction and the results we’re seeing off the back of it. I have no doubt this ad will be the most effective yet. I can’t wait to see it out in the wild.”
