A typical French movie is badly dubbed with a weird Norwegian accent. It's clear that the Norwegian language has no place in this film. Super says "Some things are better in French", and we cut to Yoplait logo.
Philosophy
To position Yoplait as a very French Yoghurt in comparison to the "Norwegian" position of TINE.
Problem
We needed to position Yoplait clearly against their big Norwegian competitor TINE who owns the market.
Result
Advertising awareness from 5% to 52% within the first weeks of the campaign.
