Unveiling noosa’s Full On Tasty Upside Down Campaign: A Flavorful Revolution
When was the last time you saw a spot that defied gravity, challenging the conventional norms of advertising? Chances are, not recently. Enter noosa yoghurt’s latest campaign, “Full On Tasty Upside Down,” where the brand takes a literal spin on its Aussie roots and the delectable fruit compoté nestled at the bottom of each tub.
In a groundbreaking move, noosa teamed up with its long-time agency partner, Butler, Shine, Stern & Partners (BSSP), to transform the ordinary into the extraordinary. The Flavour From Down Under campaign is not just about flipping images in post-production – it’s a journey into an upside-down world. BSSP, collaborating with Hobby Film and Director Amy Allais, constructed a fully inverted kitchen set and devised a rig to suspend talent upside down, capturing the essence of the land down under with impeccable physics.
Going Full On: A Core Truth
The campaign isn’t just a visual spectacle; it’s rooted in consumer research and insights that resonate with both the brand and its audience. noosa recognizes a shared truth with its consumers – the pursuit of going Full On. While many yogurt brands focus on calorie counts, low fat, or fat-free alternatives, noosa believes in a more profound principle deeply ingrained in its Aussie heritage – “Aussies don’t skim. They go Full On.” This translates to crafting yoghurt that is not just nutrition for the body but a full-on sensory experience, bursting with the richness of whole milk and vibrant, real fruit.
In a recent study conducted by noosa, less than half of consumers in the yogurt category expressed satisfaction. Armed with this insight and complemented by qualitative research, noosa seized the opportune moment to refresh its message, positioning itself as the epitome of the fully satisfying yoghurt experience that consumers crave.
Creating a Whole New World: The BSSP Touch
With the launch of “Full On Tasty Upside Down,” BSSP has not only turned the visuals upside down but has also helped noosa create an entirely new brand universe. The campaign spans across various platforms, including social media, online video (OLV), display, shopper marketing, digital out-of-home (DOOH), and more. Each medium is a canvas that paints the picture of a yoghurt experience that goes beyond the ordinary, encapsulating the essence of noosa’s commitment to going Full On.
Conclusion: A Flavorful Journey into the Upside Down
As noosa flips the script, or rather, the set, with “Full On Tasty Upside Down,” it invites consumers into a world where gravity doesn’t limit flavor. It’s a campaign that challenges the status quo, offering a sensory journey that aligns with the brand’s heritage and consumer desires. So, brace yourself for a Full On Tasty experience that defies gravity and redefines the way you savor yoghurt. Welcome to the upside-down world of noosa’s Flavour From Down Under.
