YoPRO
Fuel Your Journey
Brief
Launch a new high protein yoghurt to an audience who didn’t associate Yoghurt with performance.
Insight
Performance is the compound interest of good habits.
Strategy
Disrupt a category obsessed with taste and texture by positioning YoPRO as a performance nutrition brand. Originally executed as the nutritional habit of successful athletes. The strategy has evolved (ahead of a runaway category that YoPRO helped establish) to make YoPRO more accessible to a mass audience with a broader definition of performance i.e. self improvement.
Idea
Fuel Your Journey – an 8yr old platform articulating a functional and emotional promise to help people achieve their performance goals, whatever they may be.
