Situation
Take advantage of new variant launch to make the TH True Topteen drinking yogurt become a recognized icon for teenagers.
Problem/Challenge
Yomost was built up and well established with young target for long time and it became iconic of youth for the drinking yogurt, while TH True Topteen was a new entrant to the market.
Consumer analysis
Teenager are now more confident and independent, they dare to think and they dare to do think that they believe in it.
Creative idea
REMIX TO CREATE YOUR OWN VIBE
The idea uses the new mix fruit flavor as the inspiration for the creating of own vibe. Within the 1st week, the music video clip reached 4.5million views. Many remixes, covers and versions of the song and video were created by professional and amateur talent across the country, thus campaign a true cultural phenomenon.
Results
Within the 1st week, the music video clip reached 4.5million views. Many remixes, covers and versions of the song and video were created by professional and amateur talent across the country, thus campaign a true cultural phenomenon.