Creativity

Fage: Ridiculously Thick Yogurt

On its website, Fage (pronounced fah-yeh, it's the second largest food producer and the leading dairy company in Greece) bills itself as

Published on Jun 29, 2007

Editor's Pick

On its website, Fage (pronounced fah-yeh, it's the second largest food producer and the leading dairy company in Greece) bills itself as "the first branded Greek yogurt." Maybe it's the only branded Greek yogurt, since the company goes on to say that its product is "so loved and appreciated around the world, that a new category called 'Greek yogurt' was created." At any rate, Fage USA, established in 2000, is making print inroads, not to mention print imprints, via Ogilvy/New York, with ads that artfully mirror their facing page, seen in tony metro books like Los Angeles Confidential, San Francisco Magazine, Miami's Ocean Drive, New York Magazine and Hamptons Magazine. "We chose the brands for the facing ads for their similarity in values: sophisticated, premium, with the same upscale targets," says CD Debbie Kasher.

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