05/01/2009
Yoplait called on Dragon Rouge to showcase this breakthrough innovation in the manner it deserves, and to meet 3 major challenges:
Dragon Rouge went about developing a brand concept, in perfect harmony with the packaging, conveyed by a visual universe that represents a radical departure from the typical codes of the ultra-fresh market, while creating an air of mystery, seduction and desire expressed in a contemporary, sophisticated visual language:
The brand universe provides for the creation of Dizzy, an utterly deranged mascot – the “dizzy moose” – to convey the message expressed in a register that combines specific colour, typographic and photographic elements.
Dizzy by Yoplait, the first ultra-fresh soft drink
To further boost its commercial development, Yoplait decided to innovate with the launch of the first soft drink displayed in the fresh food section of the supermarket: a sparkling, refreshing milk-based drink guaranteed by Yop.
Yoplait called on Dragon Rouge to showcase this breakthrough innovation in the manner it deserves, and to meet 3 major challenges:
- Assert the drink’s existence in an extremely crowded and bitterly fought over market segment: ultra-fresh products.
- Attract a target of young adults (15 – 25 year olds) who are, by nature, very fickle and difficult to capture.
- Emphasize the product innovation aspects and the sensual experience and pleasure afforded by the drink.
Dragon Rouge went about developing a brand concept, in perfect harmony with the packaging, conveyed by a visual universe that represents a radical departure from the typical codes of the ultra-fresh market, while creating an air of mystery, seduction and desire expressed in a contemporary, sophisticated visual language:
- Graphic decoration of the aluminium bottle
- Adoption of a powerful, premium and innovative colour code with the use of purple
- Rich brand identity with a polysensory, psychedelic décor.
The brand universe provides for the creation of Dizzy, an utterly deranged mascot – the “dizzy moose” – to convey the message expressed in a register that combines specific colour, typographic and photographic elements.
