Ad campaign for Yoplait uses a polyamory theme
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| Her three lovers soon roll their eyes; they know her yogurt comes first. |
Remember that poly-themed TV ad in Australia for Tim Tam cookies, "Love More Than One"?
Now, newly posted in Advertising Age:
Yoplait's First Campaign for Oui Is Not Your Mama's Yogurt Marketing
By Jessica Wohl
Oui by Yoplait is General Mills' big bet responding to the explosive growth of brands including Chobani, Noosa and Siggi's in recent years....
The campaign stresses [Oui's] French roots. The woman playing the French girl is indeed French, and so are two of her three lover characters, all of whom have names that begin with Jean.
The tagline seen at the end of the spots is "Say Oui to Pleasure." There are also playful shots at some cliches, including her choice of pet: a French bulldog. "People appreciate the French female's iconic style — her confidence, her control and her celebration of small pleasures every day," says Yoplait Marketing Director Doug Martin. ...
The campaign comes from 72andSunny and was directed by Gia Coppola.
...The campaign includes TV, social, digital and print. The bid for a playful feel carries over to the packaging, with lines such as "Keep Smiling" and "Dance in the Mirror" appearing on the peel-away foil that tops the jars. ...
The whole article, with more (non-poly) videos. (August 14, 2017).
From the Minneapolis-St. Paul Business Journal:
Whole article (August 15).
Meet Melanie, Yoplait's new polyamorous pitchwoman
By Mark Reilly
...Yoplait has been hammered in recent years by an influx of Greek-style challengers like Chobani and Fage. General Mills has tried its own Greek-style offerings, but it's obviously tripling down on the French theme for the new brand, which is based on Yoplait’s Saveur d’Autrefois, sold for years in France.
...Mélanie strolls through Paris on her way to be late for yogurt and coffee with her three French boyfriends, one of whom is actually dressed like a mime (I think it's Jean-Jacques). The campaign also includes print and digital spots with the tagline "Say Oui to Pleasure," a nod to the sort of carefree indulgence that goes along with a rich yogurt and social life. ...
For a good 10 years, according to people in know, the entertainment and ad industries (so tightly linked) have been salivating over the attention-getting potential of polyamory, but have been scared of going too far before the public is quite ready.
Now, predicts the ad agency Sparks & Honey, we're going to see a lot more breaching of that dam.
Is this a good thing or a bad thing for us? Discuss.
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Labels: advertising
2 Comments:
There's no sign that their version of polyamory is more than "pleasure," though the three guys obviously get along.
I think we're at the point where we can be more discriminating in what we see, in pop culture, as validating our revolutionary views of human relations, rather than trivializing them.
It's mostly a good thing in terms of no slut shaming and not the usual man-with-a-bikini-chick on each arm and at least it has poly people doing something normal like going out to coffee (and metamours getting along!) instead of under a white doona.
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