Yoplait Introduces Yo-Plus Yogurt

In 2008, America’s number one yogurt brand introduced Yo-Plus Yogurt, the newest way to help naturally regulate digestive health. Charged with generating awareness and trial of the new product in key markets among women ages 45-55+ with digestive health issues, Cone led an integrated media campaign to position Yo-Plus against its competitor, Dannon’s Activia. Cone and Yoplait promoted Yo-Plus as a good source of calcium, Vitamins A and D and the only yogurt to contain Optibalance™, a blend of special added cultures and a natural fiber.

Cone helped Yoplait brand Yo-Plus as the newest way to naturally help digestive health. One of the program goals included the use of media to educate consumers about the product and its key benefits. To do this, Cone enlisted a registered dietitian to serve as a spokesperson and educate consumers about how Yo-Plus works in regulating digestive health. A creative mailer and press kit was developed for media outreach. The Yo+ You was brought to life with branded Yo-Plus magnetic poetry, with words and phrases representing core brand attributes. This allowed editors to complete the equation that best suited them. Desk-side tours were conducted with the Yo-Plus spokesperson.

Media outreach resulted in:

• 20MM long-lead impressions
• 150MM short-lead and online impressions
• 16MM blog impressions
• 9MM broadcast impressions
• 84% of all media coverage was positive in tone