YAZOO - Making a milkshake
Yazoo had reached almost 90% market penetration with kids aged 4-10. A nice problem to have. However, to grow they had to lose the 'just for kids' image and appeal to their secret audience.
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.
So Betty the cow was launched (literally) onto an unsuspecting public. Simply load her to a circus cannon, chuck in some fruit and hey presto!-the correct, and only way, to make a milk shake.
The print (pre digital) OOH showed the ever-versatile Betty riding a bike, having fun on a swing and testing out a diving board. All tried and trusted ways to shake milk up. No cows were harmed during the making of this campaign.
A bit of BTS
The cannon was built to my sketch, life size on a hillside just outside Cape Town and was designed to carry a real explosive charge.
To maximise costs, we cast everyone, including Betty the cow, in Cape Town.
No cows were harmed at all during shooting.
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
Results
100%
Sold out stock in the UK & Ireland
1
Dutch factory switched production to keep up with demand
4
Shiny industry awards including 2 golds