Milk drink Yazoo aims to stay ahead of its rivals with new integrated campaign, featuring sampling, digital and social activity.
Flavoured milk drink, Yazoo, hits the streets this month to share its new brand story directly with commuters and shoppers. The campaign will be encouraging people to ‘Shake Up’ the mundane as the antidote to all things boring and sensible, and will be supported by its #ShakeItUp messaging.
An intense four-day sampling activation in London, run by marketing agency Sense, forms the real-world element of a wider brand repositioning campaign that will include a range of digital and social media activities. The aim of the campaign is to more clearly differentiate Yazoo from its rivals and to increase penetration among young adults – the brand’s ‘life’s too short to be serious; message will be central to this.
“Over the four-day activation we’ll be sharing more than 45,000 400ml Yazoo samples with a specially designed handout that compliments the overall look and feel of the campaign, where everyday monotonous situations are ‘Shaken Up’,” explained Anna Stennett, account director at Sense.
Alongside free and 50p-off Yazoo coupons, the handouts will feature quirky illustrated items (including a face, the bottom half of a mermaid and crocodile head) that can be easily popped out and then introduced into photos of everyday situations to “Shake them up”. Consumers will be encouraged to get creative and share their photographic results via social media using the hashtag #ShakeItUp.
“We’re really looking forward to working with Sense on this activity – getting the product directly into the hands of our target audience is the best way to get our message across,” said Richard Duplock at Yazoo. “On top of this, the campaign creative really supports our fun messaging and we’re hoping to see strong post-sampling engagement.”
The sampling campaign will kick off in London’s Victoria train station on Thursday 4th August, before visiting Liverpool St (5th August), Westfield Stratford (6th August) and Westfield London (7th August).