Photo: Lisa Westgaard
276% value growth
Challenge – Danger of going out of production
After many years on the market, Yoplait blackberry vanilla yoghurt was a popular choice among many consumers. The problem was that the poor gross margin ratio threatened its continued production. The competitor, Tine Nyt, was showing good sales figures. In addition, Tine Flid was also launched and defined as a clear challenge to Yoplait. In other words, the threats were many.
Solution – French decadence
A re-launch of Yoplait Blackberry with a premium status was in order, in parallel with the introduction of two new flavours. The new premium range would be based on the French style, drawing on associations with French touches and representing the best taste while containing the most fruit and berries. It was re-named L'amour, and the design in its entirety expressed premium quality based on the following values: authentic, delicious, enjoyment, bliss and French decadence.
Result – Profitable category driver
The response from consumers indicates that the design is able to communicate Yoplait L'amour as premium yoghurt with a level of quality they are willing to pay for. In the course of a year (2009-2010), Yoplait vanilla yoghurt has had an amazing value growth of 276% which amounts to 20.9 million consumer NOK. In the same period, the total sales for dessert yoghurt increased by 55% in Norway. Yoplait L'amour accounts for 75% of this growth! A pricing test shows that Yoplait L'amour justifies a 10% higher price than the most important competitor and that the design justifies the difference. We can safely say that Fjordland has launched a successful category driver.
Category: Design Management – branding – sales and communication
Company: Fjordland AS
Project group company: Fjordland: Aina Hagen, Marketing Manager; Irene Hausken, Product Group Manager
Design: Strømme Throndsen Design
Project group design company: Strømme Throndsen Design: Tone Elise Steig, Strategic Advisor; Morten Throndsen, Creative Manager; Linda Gundersen, Designer
Award / year: Design Effect Award - 2010