W+K Portland Takes Yoplait Back to its (French) Roots

By Erik Oster 

W+K Portland debuted its first work for Yoplait since being named lead agency for the brand in late March.

A new 30-second spot promote Yoplait Original as now having 25 percent less sugar while emphasizing the brand’s French roots — the company was formed when French dairy co-ops Yola and Coplait merged into a single company. A Yoplait spokesperson told Creativity this is the first time in over ten years that the brand has emphasized its cultural origins. The spot, directed by Annonymous Content’s Autumn De Wilde, pictures a woman with a French accent tasting Yoplait’s new sugar-reduced formula for snack time and congratulating the brand on their success. It’s a straightforward approach that is somewhat marred by including English subtitles when the woman speaks — a move that comes across as patronizing to both the actress and audiences. It’s unclear at this point if the spot is indicative of W+K’s overall approach for the brand or just a one-time effort to introduce the reduced sugar angle, but if they do continue in this vein, it would be wise to give everyone the benefit of the doubt and drop the subtitles.


Client: Yoplait

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Eric Baldwin, Karl Lieberman
Producer: Molly Tait
Strategic Planning: Angela Jones
Media/Comms Planning: TV: Zenith Optimedia
Digital: John Rowan, Jaclyn VanSloten
Account Team: Ken Smith, Kelly Quinn
Business Affairs: Laura Caldwell
Executive Creative Directors: Mark Fitzloff / Joe Staples

Production Company: Anonymous
Director: Autumn de Wilde
Executive Producer: Eric Stern
Line Producer: Paul Ure
Director of Photography: Chris Soos

Editorial Company: Joint Editorial
Editor: Steve Sprinkle
Post Producer: Mike Early
Post Executive Producer: Leslie Carthy

VFX Company: Mill LA
VFX Supervisor: Kathy Siegel
Flame Artist: Nick Taylor
VFX Producer: Kait Boehm
Color: Adam Scott

Music Supervision: Jon Huck
Artist: Dawn Landes
Track: Strawberry- ‘Picture Show’,  Blueberry-‘La Vie au Lasso’
Sound Designer: Joint Editorial/Autumn de Wilde

Mix Company: Joint Editorial
Mixer: Noah Woodburn
Producer: Michael Early