Everything’s Coming Up Yogurt in Yoplait’s Chic Campaign for Its New French-style ‘Oui’ Line

72andSunny captures 'iconic' Parisian in the ads

It's not organic, and it's definitely not Greek.
YouTube: Oui by Yoplait

It’s not made by refugees in Idaho or employee-shareholders in the Rocky Mountains. It’s not organic, and it’s not made with milk from grass-fed cows or cultures imported directly from Greece.

So what makes Yoplait’s new yogurt line different? The name, Oui, should give you a hint: It’s French. Very, very French.

72andSunny’s first campaign for the brand reflects parent company General Mills’ efforts to create the next big thing in your local dairy aisle. It begins with an anthem spot profiling Melanie, the ideal consumer of this chic treat: She’s perfectly informal, fashionably aloof and intent on enjoying her spur-of-the-moment city life.

She also entertains the attentions of three interchangeable gentlemen. Oh, and did we mention that she’s French? Very, very French.

Additional spots in the extended campaign reveal more moments with Melanie, whose joie de vivre could be either enviable or exasperating, depending on your perspective.

In the next ad, viewers learn that she is very discerning when it comes to dates—despite attracting every available man for miles around.

Melanie also embodies a classic maxim turned ’80s ketchup tagline: “The best things come to those who wait.”

And unlike her fussier American peers, she doesn’t get hung up on the organic, non-GMO stuff.

According to General Mills, the inspiration for Oui came, at least in part, from the childhood experiences of dairy group innovation product designer and French native Brice LeRoy, who watched his mother prepare “traditional ‘pot set’ yogurt in the family’s kitchen.”

More on that in the last two spots.

“People appreciate the French female’s iconic style—her confidence, her control and her celebration of small pleasures every day,” said Yoplait marketing director Doug Martin, who positioned Oui as “a unique experience here in the U.S. that gets [Americans] excited about yogurt again.”

He continued, “The connections between that iconic style and our new Oui by Yoplait yogurt are apparent in everything from the bold look of the glass pot to the way each bite should be delicately cut and savored.”

72andSunny group creative director Justin Armour called director Gia Coppola “the perfect person to bring the French Girl to life,” adding, “Her storytelling style, her aesthetic and her playful feminine sense of humor were a perfect fit. It was so crucial to capture the true essence of the French girl, while making her relatable and charming to our U.S. audience.”

CREDITS

Agency: 72andSunny New York
Client: Oui by Yoplait
Campaign: “Oui”

Doug Martin, Marketing Director
Jonathan Scearcy, Sr. Marketing Manager
Susan Pitt, Marketing Communications Sr. Manager
Amanda Vaal, Sr. Associate Marketing Manager
Iuliana Cristea, Assistant Marketing Communications Manager
Ada Walton, Social Community Manager

72andSunny
Founder and Creative Co-Chair: Glenn Cole
Executive Creative Director: Guillermo Vega
Group Creative Director: Justine Armour
Creative Director: Xavier Jacob
Designer: Pauline Sall
Writer: Jorge Brandao
Group Strategy Director: Anibal Casso
Strategy Director: Danielle Travers
Group Brand Director: Rachel Kornafel
Brand Director: Shannon Coletti
Brand Manager: Meredith Savatsky
Brand Coordinator: Kim Johnson
Director of Production: Lora Schulson
Senior Film Producer: Kim Cross
Partnerships and Legal Director: Denice Heyward
Partnerships and Legal Manager: Marissa Burnett

Production Company: Directors Bureau
Executive Producer: Lisa Margulis
Director: Gia Coppola
Director of Photography: Jody Lee Lipes
Production Designer: Tunde Csaki
Line Producer: Stephanie Bruni

Editorial Company: Rock Paper Scissors
Editor: Biff Butler
Editor: Jamie Foord
Executive Producer: Eve Kornblum
Post Producers: Lisa Barnable and Julianne Cort

Color Company: Tim Masick @ CO3

Music: Ring the Alarm
Mixers: Phil Loeb & Mike Vitacco @ Heard City

Media Agency: Mindshare
Marissa Rutherford, Managing Director, Planning Lead
Michael Soroosh, Managing Director, Comms Planning
Megan Bandy, Associate Director, Planning

Fast Horse
Jörg Pierach, Founder
Scott Broberg, Senior Vice President
Dave Fransen, Vice President
Maggie LaMaack, Senior Account Manager