Men Get Their Very Own Yogurt Brand

Vidal Partnership creates "Powerful Yogurt" brand from scratch

Published on May 16, 2013

Editor's Pick

"Powerful Yogurt" is a brand created from scratch by the Vidal Partnership for a former client with $1m to spend, and positioned as the first yogurt specifically for men. The Greek Yogurt, which contains protein and other ingredients said to appeal to men, gained widespread mentions on national media (including from TV stars such as Conan O'Brien) and is now in 300 stores in New York.

It was marketed with a number of different tools including TV, ads, a microsite, "Scroll with abs", which men could only navigate by doing crunches. They could view pictures of women as a reward and have chance to download a browser plug-in, which allows them to navigate any other website by doing crunches.

Powerful Yogurt also developed an "ultrasound" machine that appeared to give men abs they always wanted. It was shown at the world's largest Food Expo of Natural Products and tried by 5000 people, some of whom shared their pictures on Facebook.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


May 16, 2013
The Vidal Partnership
Chief Creative Officer:
Gustavo Lauria
Powerful Yogurt
Santiago Luna Lupo
Gustavo Lauria
Art Director:
Percy Bustos
Account Manager:
Jose Quijano
Account Supervisor:
Yubal Marquez Fleites
Head of Planning:
Marco Vega
Creative Planner:
Jaime Davila
Agency Head of Production:
Meiling Macias-Toro
Agency Producer:
Leandro Ekman
Production Company:
Wildchild/Flamboyant Paradise
Luis Suarez
Diego Panich
After Effects:
Adam VanDine
After Effects:
Oscar Rivas
Fulano Filmes
Juan Salvarredy
No Smoking
Absolute Exhibits
Advertiser's Supervisor:
Carlos Ramirez

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.