Oikos dreams up a new campaign

The Danone brand goes after nightly cravings with a new product line.

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Danone Canada’s Oikos brand is going after nighttime snacking with a new line of products.

Oikos Creations, launched at the end of January, includes four new flavours. In a new campaign for the line, by Saint-Jacques Vallée Y&R, the brand has created a follow up to its CASSIES Bronze-winning creative from last year, which led to a sales bump after it lost share in 2014 in the crowded category.

In the new campaign, which includes a 30-second TV spot and online video in English and French, the same main character featured last year, named Simon, is again transported to a dreamy Greek island, interacting this time with a beautiful mermaid. Like last year’s focus on the Greek yogurt providing a mini-escape, this year’s campaign aims to have a dreamy quality and use similar humour, says Franck Escudier, marketing manager at Danone Canada.

With the new product line and campaign, Oikos is continuing to go after its mid-30s target, focusing on nightly cravings among those who still want a healthier, low-fat option, he says.

After seeing success with interactive videos last year, the brand has again created two 15-second videos, focusing on the new flavours and a coupon offer to drive trial.

The campaign also includes social media, OOH and banner ads. In store, Oikos has POS materials and sampling but Escudier says the distinctive black packaging itself is what helps the product stand out.

Oikos works with Bam Strategy on digital, Carat on media, Publicis on point of sale marketing and National Public Relations.