Title | Lead a Muller Life |
Agency | TBWA\London |
Campaign | Lead a Muller Life |
Advertiser | Müller |
Brand | Müller |
Posted | February 2005 |
Product | Yogurt |
Business Sector | Milk & Cold Desserts |
Tagline | Lead a Müller life. |
Story | Visuals of many different kinds of people dancing in unsual places. The conclusion shows many of these people eating Muller yogurt ending with the tag line, 'Lead a Muller Life'. |
Philosophy | The convention saw the commoditised competitors competing on rational product benefits. Through disruption, TBWA London and Muller took the brand out of the yogurt market, and into the much more lucrative world of snacking. |
Problem | As the number three grocery brand, some might say that Muller are in a strong position, but they have ambitions to grow further. We aim to take them out of the relatively narrow-framed yogurt market which is filled with private labelled competitors and little potential for market share growth. |
Result | The campaign has only recently launched but Muller have had the best January sales figures in its history and received over 800 letters of appreciation for the new campaign. |
Media Type | Television |
Length | |
Market | United Kingdom |
Soundtrack | Ive Got Life |
Production Company | Weilands |
Editing Company | Whitehouse Post |
Creative Director | Carol Haig |
Creative Director | Phil Martin |
Agency Producer | Diane Croll |
Director | Jeff Thomas |
Production Company Producer | Alex O'Neal |
Editor | John Smith |
Post Production | The Mill London |
Producer | Helen Weil |
Special Effects / VFX | Yourick Van Impe |
Copywriter | Carol Haig |
Art Director | Phil Martin |
Sound Design Company | Parv Thind |
Sound Design Company | Jack Sedgwick |