Yoo-hoo Pursues Teen Market

Mad Dogs & Englishmen is looking to reposition Yoo-hoo from lunchbox fare to a hip drink for teens in its first campaign for client Austin, Nichols.
The New York shop was charged with changing the image of the 75-year-old brand while leveraging its strong recognition factor, said agency president Robin Danielson.
Three TV spots feature Brian Unger, a “correspondent” on Comedy Central’s The Daily Show, at the scene of minor disasters that are–or could have been–averted by Yoo-hoo.
Austin, Nichols wants the beverage to take on nonchocolate drinks, thus two of the spots show the negative consequences of choosing cola.