Oikos says you can eat its yogurt with a fork
New campaign from Lightning Orchard continues brand's streak of comedic ads
Danone’s Greek yogurt brand Oikos is on a hot streak of silly ads. With Ad Age Small Agency Award-winning agency Lightning Orchard, the brand has supported athletes flexing their “cryceps,” celebrated NFL players’ butts and, earlier this year, highlighted their grunting workout faces. Now, it takes a step away from the sports world to highlight its new chunky yogurt geared toward millennials tired of plain old yogurt—and to tell them it’s ok to eat it with a fork.
The “Karaoke” spot finds a woman behind the microphone as the opening melody Chris Isaak’s “Wicked Game” floats through a bar. Timid at first, she finds inspiration when hecklers from the audience begin yelling, “Sing about yogurt!” Her entertainer then comes out in full force as she's inspired to belt passionately about her desire to eat Oikos’s fruit chunks with a fork.
“I long for yogurt with chunks of fruit that I can chew,” she sings to the song’s melody. “Forkable yogurt with fruit chunks and nice texture too.”
Oikos reports that the new Oikos Blended Greek yogurt, with 50% more fruit chunks, was formulated based on consumer feedback, inspiring the ad’s emphasis on desire.
“As a leader in yogurt, we were excited to reenergize the category and fuel millennials’ desire for yogurt through an unconventional and engaging creative campaign with this new ‘Karaoke’ advertising spot,” said Surbhi Martin, VP Greek yogurt and functional nutrition at Danone North America, in a statement. “It may not be consumers’ first instinct to sing about their love for Greek Yogurt—but once they taste and experience this delicious yogurt delivering creamy texture and real fruit, they won’t have to dream.”
Beginning today, August 30, the spot will run in 15- and 30-second versions on cable TV networks as well as online for NBC, ABC and Hulu. Check out an extended cut of “Karaoke" below.