In the UK (added value milk) flavoured milk penetration is rapidly
increasing. Amongst on-the-go shoppers penetration
has increased 6.2%, seeing a value growth of 15.2% YTD. Yazoo, a flavoured milk brand produced by Dutch
dairy company Campina, looked to
capitalise on this newfound interest in flavoured milk.
In order to remain the flavoured milk market leader, Yazoo launched
a new £1million ‘Hits the spot’ advertising campaign. The campaign looked to
further increase Yazoo’s penetration for on-the-go flavoured milk shoppers,
whilst offering retailers a campaign they could sink their teeth into.
Between the 5th-19th May Yazoo offered
150,000 Londoners a free bottle of Yazoo with every 'Hits the Spot' mobile coupon. This coupon
could be redeemed across 45,000 convenience outlets, in conjunction with I-Movo and Paypoint.
The media used for this camping comprised of 1,500 national
bus stops and telephone panels, perfect for disrupting the on-the-go consumer.
Consumers were able to obtain their I-Movo secure digital vouchers by texting “Yazoo”
to 84555 (don’t try it’s no longer working. Trust me I tried).
Why the flavoured milk sector is growing isn’t something
that I would care to hazard a guess at without doing some more digging.
Although, this growth is something that surprises me considering consumers are
trying to move away from sugary drinks…
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