The relaunch of YO-JELLY
In 2013 Danone South Africa launched a product innovation in the dairy market, a mixture of yoghurt and jelly aimed as a snack for 7 to 12 year-olds and they called it YO-JELLY. The name YO-JELLY was inspired by the unique formulation which is a combination of jelly and yoghurt. After being vey well received by South African consumers during the early stages, the product experienced a dip in sales and subsequently had to be pulled off the shelves in 2015. In 2018, Danone South Africa realised that a need for a healthy snack in the market still existed and there was an opportunity to relaunch YO-JELLY to mothers for their 7 to 12 year-old children.
MetropolitanRepublic was tasked to develop a 360 campaign to relaunch YO-JELLY and to communicate the new and improved formulation – 11 vitamins added, 30% more milk, and 30% reduced sugar. We needed communication that would have an emotional hook to encourage mothers to trust YO-JELLY as a healthy snack alternative for their growing kids.
To help us achieve our objective, our strategic positioning became ‘Amazing things happen when kids and moms come together’. With this insight, we were able to create a 30 second TV commercial that was supported by shorter story commercials for Danone’s digital platforms, showing moms and kids doing more special things together. Our TV commercial was the story of a mother who has unique greeting handshakes with all her kids. We were also able to take the old YO-JELLY jingle and remix it with a more contemporary sound to give the jingle a modern feel but still retain its originality.
In the end, we were able to create an authentic piece of communication that not only entertained South Africans, but also depicted real stories and celebrated the coolness of mothers and how it trickles down to their kids.