Müller breaks the mould with £20 million ‘wünderful stuff’ ad campaign
You'd have to have been watching TV with your eyes closed to have missed the headline cast starring in the new Müller Dairy ‘Wünderful Stuff’ advertising campaign including Hanna Barbera favourites, Yogi Bear and Muttley
The new £20 million ‘Wünderful Stuff’ campaign - which aims to stop
people in their tracks as the animated stars of the ad transform the
grey and mundane city into a vibrant swirl of colour, excitement and fun
- is being launched via a blockbuster media schedule spanning all key
consumer touch points: TV, cinema, online, social media, outdoor poster
sites and newspapers and magazines.
Müller’s epic 90-second ‘Wünderful Stuff’ TV ad made its debut during a commercial break in ITV’s high-profile ‘X Factor’ programme on October 8.
Urban landscapes throughout the nation will also be transformed with a series of 96-sheet, six-sheet and creative special build posters appearing on billboards and poster sites in high-traffic/footfall locations.
Social media is also being used extensively as an integral part of the launch programme with ‘Wünderful Stuff’ campaign appearing on Facebook and YouTube.
Paul Bufton, General Manager, Warner Bros. Consumer Products UK said, “We’re absolutely thrilled to be involved in Müller’s ‘Wünderful Stuff’ advertising campaign. A truly visionary partner, Müller have taken our classic characters Yogi Bear and Muttley and created something that is refreshingly new and highly impactful.
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Over the course of nine weeks, 94% of consumers are expected to see the TV advertising campaign around eight times with further awareness being driven via cinema, print, online and outdoor media.
“The Chilled Yogurt and Pot Dessert Category (CYPD) category is in pretty good shape,” says Lee Rolston, Marketing Director at Müller Dairy. “It‘s continuing to grow – value sales in the past year have increased by 2.4%1; it has very high penetration levels – 96% of British households buy yogurts and chilled pot desserts2 and three quarters of households buy Müller brand2..
“But to see a major step-change in consumer behaviour the category needs a bold, fresh, new approach, and the aim of the ‘Wünderful Stuff’ campaign is to get consumers to sit up and take notice of the yogurt category, and to get them to see yogurts and the Müller brand in a new and different way.
“Over the years we have continued to stir in an imaginative mix of ingredients to turn a product which was seen as plain and ordinary into something which is fun and enjoyable."
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The new ‘Wünderful Stuff’ advertising campaign follows the introduction of new iconic blue packaging across the core Müller range – Corner, Müllerlight and Müller Rice - during the summer with the aim of re-invigorating the yogurt fixture by making it more interesting, less cluttered and easier for consumers to shop.
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