Yoplait Says Drop the Judgment, 'Mom On,' and Eat Some Yogurt

Campaign by 72andSunny Centers on Not Putting Moms Down

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General Mills' Yoplait is trying to step up its game after a prolonged sales slump with a new empowerment message to moms.

The new campaign marks the brand's first work from 72andSunny, one of the main creative agencies General Mills hired last year.

Yoplait is promoting the idea of not putting moms down for decisions such as working outside the home, staying at home, breastfeeding in public, having kids later in life, dressing to impress or sporting a beloved-yet-often-ridiculed mom standard: yoga pants.

"One of the key experiences of motherhood is judgment and shaming" and Yoplait wanted to show moms' support, said Justine Armour, group creative director at 72andSunny. "It felt like a good conversation to be having."

The spots, including the lines "Do What Tastes Right" and "Mom On," also play up the brand's approachability. "It's not made with cage-free Norwegian hemp milk," a woman says as she holds up a cup of Yoplait while a child clutches her leg.

"When we talk to moms, judgment, especially on social media, comes up frequently," Susan Pitt, Yoplait's marketing communications senior manager, said in a statement. "We know it makes a hard job even harder and we want to surround moms with support and encouragement."

The agency said it also made a point of casting women with different ethnicities and ages. "Moms don't feel that they see themselves represented in advertising, even when the mom character is there," Armour said.

If moms connect with the message, maybe they'll start buying more Yoplait yogurt. General Mills' yogurt business has struggled lately as competitors led by Chobani have been gaining ground. Chobani surpassed Yoplait to take the top brand spot in U.S. yogurt last year, while Dannon, with a variety of brands, remained the largest U.S. yogurt maker overall, according to data from Euromonitor International. General Mills' U.S. retail yogurt business sales fell in the first three quarters of fiscal 2017 after a 7% decline in fiscal 2016. (The company is due to report fourth-quarter and fiscal 2017 results later this month.)

Along with TV spots, the campaign includes GIFs and other digital content.

Read more about the brand's work over at AdAge.com.

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About

Credits
Date
Jun 20, 2017
Agency:
72andSunny
Client:
Yoplait
President, North American Retail:
Jon Nudi
President, US Yogurt Operation:
David Clark
Business Unit Director:
Douglas Martin
Sr. Marketing Communications Manager:
Susan Pitt
Sr. Marketing Manager:
Brian Durmaskin
Sr. Associate Marketing Manager:
Jenna Mcgrath
MarComms Manager:
Charis Wilson
Executive Producer, US Content:
Cheryl Broussard
Founder, Creative Co-Chair:
Glenn Cole
Executive Creative Director:
Guillermo Vega
Group Creative Director:
Justine Armour
Sr. Designer:
Chena Stephens
Sr. Writer:
Nick Panayotopoulos
Group Strategy Director:
Anibal Casso
Strategy Director:
Danielle Travers
Group Brand Director:
Rachel Kornafel
Brand Director:
Shannon Coletti
Brand Manager:
Meredith Savatsky
Brand Coordinator:
Kim Johnson
Director of Production:
Lora Schulson
Senior Film Producer:
Kim Cross
Partnerships & Legal Director:
Denice Heyward
Partnerships & Legal Manager:
Laura Fraser
Art Producer:
Sabrina Bajaj
Brand Strategy:
RedScout
Business Director:
Alexandra Lee
Sr. Project Manager:
Francesca Ferrara
Strategy Director:
Eric Matis
Head of Design:
Michael Greenblatt
Strategist:
Laura Rubenstein
Production Company:
Bob Industries
Executive Producer:
TK Knowles
Director:
Nicole Holofcener
Director of Photography:
Sean Porter
Line Producer:
Phillip Sheridan
Editorial Company:
Final Cut
Editor:
Paul Zucker
Editor:
Patrick Colman
Executive Producer:
Sarah Roebuck
Post Producer:
Penny Ensley
Flame Artist:
Dirk Greene
Assistant Editor:
Andre Castiglioni
Color:
Alex Bickel
Color:
Color Collective
Mom On:
60/30 Anthem,Tonefarmer
Music On:
30/15, Walker Music
Audio:
Heard City
Mixer:
Keith Reynaud
Mixer:
Evan Mangiamele
Print Credits:
Holly Andres

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