Yazoo had reached almost 90% market penetration with kids aged 4-10. So to grow they had to lose the “just for kids” image.
Research discovered that it was secretly loved by young adults, especially men who, against all their mother’s advice, drank it instead of meals or as a hangover cure.
Without alienating the core audience we had to give this potential new market an excuse to be able to drink it.
The test burst of posters and TV in Ireland resulted in a complete sell out of stock. This provided the confidence for a full UK rollout and again sales sky-rocketed with extra production needed to satisfy increased demand.
The campaign also picked up awards at Soho Shorts (Gold), Fresh Awards (Gold), The Roses awards (Bronze) and was a finalist at The Kinsale International Awards.
Wayne created a gold award winning TV spot for us which was an essential part of our Yazoo campaign at the time. The work quality was always good and he’s a pleasure to work with. I can sincerely recommend working with him.
Marielle De Jong. Marketing Director, Friesland Campina.