White Plains, New York-based Dannon Light + Fit has introduced a new “fierce” brand restage featuring an improved look, new product innovations and an ad campaign that flips traditional notions that women should crave less.
As part of this new look and integrated campaign, Light + Fit is releasing two new commercials that follow a heroine as she flips the script on snacking. The creative is directed by Malia James and infuses her creative approach to break away from previous classic yogurt campaigns.
“Our goal on this creative journey was to break the mold of yogurt campaigns. We needed to bring to life this bold, fierce persona and make yogurt exciting! Fierce is being exactly who you are, doing what you want, and saying what’s on your mind. Fierce is throwing out the rule book and honoring your individual truth, so that’s exactly what I did in bringing their vision to life,” James said.
The campaign will extend into the grocery aisle with the introduction of updated package designs featuring bold typography and a purple background.
“We’re modernizing Light + Fit with a bold new campaign that challenges yogurt marketing tropes and societal conventions that women should crave less. Our goal is to inspire women to be bravely unapologetic about what they want, including embracing their snack cravings and desire for full-on flavor without compromise,” said Surbhi Martin, VP of greek yogurt and functional nutrition at Danone North America.
“Through this integrated marketing campaign, our hope is to connect with new audiences by spotlighting how Light + Fit’s irresistible flavor enables people to indulge their cravings without the guilt.”
This new creative will be supported by a fully integrated marketing campaign across TV/FEP, OLV, social, influencer, PR and search. Consumers can view the spots on YouTube here or visit Netflix and Hulu.
Extending beyond the new commercials, Light + Fit is also introducing a Light + Fit new Zero Sugar Drink, featuring an on-the-go format. This offering expands on the Light + Fit Zero Sugar cups that launched in 2022. Light + Fit Zero Sugar Drinks will be available in three flavors on store shelves in June across multiple retailers.
For more information, visit lightandfit.com.
