Jeff Thomas
Group Account Director at Weilands
London, United Kingdom
TitleLead a Muller Life
Agency
Campaign Lead a Muller Life
Advertiser Müller
Brand Müller
PostedFebruary 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 I’ve Got Life
Production Company
Editing Company
Creative Director
Creative Director
Agency Producer
Director
Production Company Producer
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Post Production
Producer
Special Effects / VFX
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Sound Design Company
Sound Design Company

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