TBWA Case study

Case\Note

Muller ‘Lid Lickers’

Business\Problem

‘Lead A Müller Life’ was a marketing and communications idea that sought to establish an emotional role for Muller in people’s lives through the goodness of yogurt, and was expressed in a way that gave the Müller brand the scale, personality, and attitude of a snacking brand. In the three years since launch however, the world had moved on. Increasing marketing savvy and consumer cynicism meant that we needed to find a new device to introduce our range of products and messages

Conventions\

Snacking still mattered, but the consumer insight had become even more pressing as scares and confusions continued to make food more of a problem than a pleasure. We needed to clear up consumers’ confusion. First we needed to drive clear behaviour change through simple strong product messages, and secondly we needed to find a credible and real vehicle that did not smack of marketing.
The convention was to use ‘normal’ people talking normally – yet somehow these always seemed forced and unbelievable. We wanted to find real people to deliver our message, but how could we make it believable and interesting? Müller’s ubiquity made it easy. Present in three-quarters of Britain’s fridges, it was the only brand in the category capable of mobilising the country to be its spokespeople. Rather than just tell people what a Müller life was, we wanted to find people who already lived it to tell our story for us.

Disruption\

Müller gives people an appetite for life; let’s find the people who share that view and love Muller.

Idea

One hundred real people aged 1-100 with a passion for yogurt – do you lick the lid of life?

Campaign

A nation-wide talent hunt was started to find the Lid Lickers, involving print and radio promotions. The content was used for PR and to connect with consumers via YouTube and other digital media. The website was redesigned to entertain and educate our consumers about the Lid Lickers and their favourite Muller yogurts A ‘power of two’ media strategy was used to ensure consumers always saw multiple messages and give Muller broadcast stature and feel.

Effect\

• Muller 4 weekly share highest since Sept 2005 for three moths since campaign started • 52 week penetration (to July 2007) of Muller grown consistently and is now at its highest level since Jan 2006 • Extremely positive brand-tracking results, with strong recall, good brand attribution, and agreement with ‘not just for dessert’, ‘for everyone’ and ‘a brand for me’.

http://www.tbwa-london.com/case/muller_lid_lickers