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
"WHEN IT'S LIFE, IT'S YOGA"
INTEGRATED CAMPAIGN
SPRING ‘25
THE CHALLENGE
After more than ten years from their last TV campaign, Yoga was ready to make a big return. They needed a concept capable of modernizing the brand and keeping it relevant for their renovated audience: every single Italian.
THE IDEA
Despite the wishful thinking of many brand managers, their product usually isn’t at the center of the consumer’s life. Except, maybe Yoga is. Probably not as much by design as by accident, but these fruit juices are so widespread in our country that it’s virtually impossible to open a home fridge, standing at the bar counter or sitting in a classroom without having one at hand. Hence our idea: to show the connection of every Italian with the product, one that goes way deeper than the moment of consumption and embraces life itself. With all its quirks.
TVC - 45''
VO: When it's party time.
When it's... NO NO NO NO NO!
When it's... YEAH!
When it's late. But not really.
When it's... WHOOO!
When it's love. Real love.
When it's life, it's Yoga.
Yoga. Much more than good.
SAME CLIENT DIFFERENT WORK
