Yoghurt brand Muller has unveiled a new ad series to rebrand its Bliss range as an “everyday luxury”.
Devised by the firm’s creative agency of record VCCP, it is the first campaign for Bliss since 2015.
Creative for the work replicates adverts from luxury brands, replacing them with the yogurt range. The hero spot pairs product shots with over-the-top reviews left online by Muller customers.
Helen Carswell, marketing manager at Müller, said: ”We call Bliss our Sleeping Beauty. Despite being on shelves for years, and being a firm favourite amongst those that know us, we haven’t spotlighted it in our advertising for nearly ten years.”
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“Now felt like the right time to re-introduce the nation to Bliss, and have a bit of fun with it. After all, who better to encourage shoppers to try Bliss than real consumers,” she added.
The campaign will run across video on demand, online video, social and digital out of home. It aims to target over 50s who love a sweet treat after dinner.
Media planning and buying was managed by EssenceMediacom and production was overseen by Girl&Bear.
Colin McKean, creative director at VCCP said: “Not everyone has heard of Müller Bliss. But it turns out those in the know can’t stop talking about it. And the things they say online are frequently eye-popping.”
