Brand Marketing Everything’s Coming Up Yogurt in Yoplait’s Chic Campaign for Its New French-style ‘Oui’ Line 72andSunny captures 'iconic' Parisian in the adsBy Patrick Coffee|August 14, 2017It's not organic, and it's definitely not Greek.YouTube: Oui by YoplaitShare By Patrick Coffee|August 14, 2017Share 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 Adweek Adweek