According to Oikos, it’s time for us yogurt lovers to toss aside our spoon and upgrade our basic Greek yogurt with the new Oikos Blended Greek Nonfat Yogurt – a yogurt so creamy and filled with 50 percent more fruit, Oikos calls it ‘Forkable’.
The brand believes this will especially appeal to millennials yearning for something new in the category. So, Danone has decided to shake up the category. Enter NEW Oikos Blended – the creamy one with the fruit chunks – a yogurt so creamy with fruit so chunky, you need a fork to eat it. They call it forkable yogurt.
The launch of this new forkable treat comes with a new ad campaign called “Karaoke” from Lightening Orchard drives home the desire for yogurt with over-the-top creaminess that you can’t help but sing about.
In new :15s and :30s spots, this desire unfolds in the back of a karaoke club to the tune of Chris Isaak’s Wicked Game as one woman’s longing for a yogurt with real fruit chunks and creamy texture comes to life in her very own version of the iconic song about love and desire. Very Lynchian in feel. Wonder if he would like forkable yogurt? Watch below:
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“Oikos has been delivering nutritious and delicious taste across our portfolio with disruptive high-protein innovations from Oikos Pro and Triple Zero,” said Surbhi Martin, Vice President, Greek Yogurt & Functional Nutrition at Danone North America. “With Oikos Blended, we will continue to challenge Greek category conventions with a new innovation loaded with more fruit, supported by an omnichannel ‘Forkable’ marketing campaign that is designed to let Greek yogurt fans know it is okay to toss aside convention – and the spoon – when it comes to healthy snacking.”
Earlier this summer, the brand launched Oikos Blended with ‘Forkable’ – a fully integrated marketing program across TV/FEP, OLV, social, influencer, PR, and search, designed to convey to the big fruit flavor, creamy texture and desirability of yogurt.
Beginning yesterday on 8/30 “Karaoke” will run in :15 and :30 spots on FEP on NBC, ABC, and Hulu. Also on 8/30, a :15 spot for “Karaoke” will run on National TV across NBC Prime, CBS & NBC Daytime, CBS & NBC early morning and cable.
On 9/6, both a :15 and :30 of “Karaoke” will start running on National TV across NBC Prime, CBS & NBC Daytime, CBS & NBC Early Morning and cable.
CREDITS:
CLIENT: Danone
- VP of Greek Yogurt: Surbhi Martin
- VP, Brand Elevation: Dan Hamilton
- Brand Director: Sara Weaver
- Sr. Associate Brand Manager: Allison Linke
- Brand Manager: Stacey Warren
- Senior Market Manager: Tara Artibani
AGENCY: Lightning Orchard
- Chief Creative Officer: Jeff Kling
- Executive Creative Director: Jimm Lasser
- Creative Director: Conor Dooley
- Copywriter: Will Holmes
- Art Director: Perry Morton
- Production
- Head of Production: Benton Roman
- Account Services
- Chief Executive Officer: Barney Robinson
- Account Director: Bergan Foley
- Brand and Communication Strategy
- Chief Strategy Officer: Laura Janness
- Strategy Director: Alex Nguyen
- Business Affairs
- Business Affairs Manager: Mister Brumfield
PRODUCTION COMPANY: Park Pictures
- Director: Jake Schreier
- Executive Producers: Jackie Kelman Bisbee and Cody Ryder
- Producer: Brie Price
- DOP: Evan Prosofsky
- Production Designer: Jeremy Macfarlane
- Wardrobe Stylist: Maeve McKee:
EDIT: Work Editorial
- Editor: Nick Rondeau
- Assistant Editor: Sidney Williams
- Producer: Evan Cohen
- HoP: Alejandra Alarcon
- Executive Producer: Erica Thompson
TELECINE: Mill New York
- Colorist: Mikey Rossiter
- Color Senior Producer: Evan Bauer
VFX/Finishing: Mill New York
- Executive Producer: Heath Raymond
- Producer: Ija Ochoa
- Creative Director: Corey Brown
- 2D Lead: Vi Nguyen
- 2D Artists: Jeeeun Lee and Jiin You
MUSIC: Barking Owl
- CD: Kelly Bayett
- Executive Producer: Ashley Benton
- Sound Design & Mix
- Sound Design: Barking Owl
- Sound Engineer: Matt Keith & Elizabeth McClanahan
- CD: Kelly Bayett
- Executive Producer: Ashley Benton
