YOGURT ALQUERIA
For the Street Smarts
APPROACH
Background:
Alqueria, a Danone brand adapted for the Colombian market, sought to improve the positioning of its products in the yogurt category. The brand launched a communication campaign to refresh its image, through new, more practical packaging, which favoured portability and consumption, avoiding spills.
Challenges
The market leader's communication focused on showing the consumer's affective relationship with the product. An ideal world in which the sweetness and nutrition of the product were sufficient to represent, protection and balanced and perfect life. Connected with the preference of consumers for a product that has more penetration in the market and has been positioning itself for longer than Alqueria
Insights
The reason for the packaging change was due to the fact that Yogurt Alquería had identified a flaw in the leader's product, which in the opinion of consumers the product dirties their hands when it is opened and their face when it is consumed. In addition, it was not easy to transport, as it was easily exploded and spilled into the bags of consumers on the go.
But this packaging not only represented a change in the consumer experience, but it also represented the brand's opportunity to bring the category to the current consumer reality, people who are in constant movement, who do not have time for family breakfast, picnics in the park or snacks to relax in the living room.
This idyllic world in which the leader placed the consumers, was very far from the reality of students, workers and fitness lovers, who needed a healthy snack to fit their hectic lifestyle.
Strategy:
The strategy focused on stepping away from the naive terrain of the leader, recreating the true reality of a smart street consumer. Who looks for practical ways to stay energetic on their busy days. Which consumes yogurt as a healthy boost to stay energized while commuting.
EXCECUTION
Good things happen when life clicks
Based on the strategy, the creatives took advantage of the product's onomatopoeia, which has a clicking sound on its lids and straws when opened. and they manage to make a simile with the energy that yogurt gives the consumer. Using the click as a metonym for the improvement effect that the product gives when consumed at some point in the day.
The idea was materialized through the campaign concept: Life clicks with Alquería yogurt.
For the campaign 3 Different television spots were produced, based on the different portfolio product references and the market segments the brand aimed.
FILM
Alqueria
Alquería La vida te hace Click - Billete
Alqueria on Facebook Watch
