Yoga has been the leading brand in Italy’s juice industry forever: every kid from Palermo to Bolzano grew up with Yoga juice boxes in their backpacks.
YOGA
"LET’S GET THE JUICES FLOWING"
RADIO CAMPAIGN
SUMMER ‘23
THE CHALLENGE
Despite their established brand awareness, Yoga was missing on the consideration side: today, fruit juices are seen as unnecessary sugars that don’t fit in either kids’ or adults’ healthy routine.
THE IDEA
To shift consumers’ perception, we leveraged on Yoga’s payoff: “Molto più che buono” (eng: “Much more than good”). At a first glance, this payoff is all about taste. We twisted it to embrace a wider concept of “goodness”, the “good for your body” kind of good. We did it through a radio campaign that liberally points out all the thinkable – and also some of the unthinkable – reasons why Yoga juice is much more than good.
OPTIMUM WITH 70% OF FRUIT; 30’’
SPK: Let’s get the juices flowing.
Yoga juice is as good as a French goose
(but with plenty of fresh fruits: pear, peach, apricot… Italian beauts),
it’s good for the vitamins which help the metabolism of proteins,
it’s good ‘cause it’s yellow and yellow is also mellow,
it’s good for catching your breath after a good ol’ sweat -
SFX: We hear the speaker catching his breath,
followed by the classic sound of a bottle of juice being opened.
SPK: - Yoga is good at the bar counter
or at a festival listening to a banger,
it’s as good as fruit - well, it’s made of fruit -
it’s good and no-frills,
it’s so good it gives you chills,
it’s good, good, good.
Optimum with 70% of fruit. Yoga. Much more than good.
OPTIMUM WITHOUT ADDED SUGAR; 30’’
SPK: Let’s get the juices flowing.
Yoga juice is as good as a dive from the sky
when it’s so hot you think you’re gonna die,
it’s good for your mood - it’s how we brew, dude! -
it’s as good as a candy but without the added sugar
- after all we’re not your granny -
it’s as good as human brain for a zombie,
it’s so good it transcends,
it’s good ‘till it ends -
SFX: We hear the speaker drinking the very last drops of juice through a straw.
SPK: - Yoga is good at the beach, when a clouds drips -
it’s all watered down now, jeeze -
it’s as good as pastashoot but it’s made of fruit,
it’s good for your well-being (it’s full of beta-carotene),
it’s good for the toddler, it’s good when you’re older,
it’s good, good, good.
Optimum without added sugar. Yoga. Much more than good.
PURE JUICE; 30’’
SPK: Let’s get the juices flowing.
Yoga juice is as good as a slice of shadow on the steaming meadow,
it’s good for the average Joe and for the above the average Moe -
it’s good for everyone, especially when it’s cold! -
it’s good for the bon vivant and it’s also antioxidant,
it’s so good I think I could…
SFX: “Could” quickly turns into an uncontrollable sigh, then we hear the speaker pouring a glass of juice.
SPK: - whew! Yoga is so good I got kinda moved
- it’s full of calcium, a.k.a. bone-approved -
it’s as good as the freshest fruit
(duh, I mean, it’s made out of fruit),
it’s good and low in sugars, it’s also good with tubers,
it’s good, good, good.
Yoga pure juice. Much more than good.
SAME CLIENT DIFFERENT WORK
