Lexi Carter
Creative Brief- Yoplait yogurt
1. General Advertising Objective
To increase awareness of Yoplait Lactose Free yogurt’s healthy features and delicious flavors. To convert
the consumers of competitive products to become users of Yoplait Yogurt.
2. Positioning Statement
For adults looking for healthy and nutrient-filled snack or meal addition without lactose, Yoplait Lactose
Free yogurt’s four flavors give you Vitamin D, two times the amount of calcium, and is 99% all in a
convenient plastic cup that is around 100 calories.
3. Creative Target Audience Description
The target audience for Yoplait Lactose Free will be health conscience, lactose intolerant adults from the
ages of 25-40 with jobs, children, pets, or any other time consuming aspect in their lives that makes it more
difficult for them to enjoy a healthy snack on-the-go. The target audience is people want to take time out of
their busy day to have a moment to themselves to relax and enjoy a healthy treat. These adults are used to
stress and a packed schedule. These adults have daily routines that they follow to a tee. They are used to
having many responsibilities and also doing things for people. They do not have much free time for
themselves, and when they do they like to do something productive yet still relaxing. They do not watch
much TV apart from the nightly news. They read the newspaper and surf the Internet at work and at night.
They travel to work and perhaps car pool children to school and around town. They spend time outdoors in
the spring, summer, and fall.
According to the VALS survey users of Yoplait Lactose Free yogurt fall under the category of
Experiencers. Experiencers seek variety and excitement finding ways to express themselves in exercise,
sports, outdoor recreation, and social activities. The freshness of Yoplait Lactose yogurt will appeal to the
Experiencers’ healthy and hip lifestyle.
4. What do they need to know about the product?
They need to know that Yoplait Lactose Free yogurt has two times the amount of calcium and 50% of the
Daily Value in every cup compared to other leading yogurts. Yoplait Lactose Free yogurts all are 99% fat
free around 100 calories.
5. Why should they care?
They should care about Yoplait Lactose Free yogurt because it has two times the amount of calcium, 50%
of the Daily Value, and is 99% fat free in every cup making it the perfect product for those who are health
conscious, lactose intolerant, and living an on-the-go lifestyle.
6. What information do they need to believe us?
To believe that Yoplait Lactose Free yogurt is the right yogurt for them, consumers need to see the healthy
results of eating Yoplait Lactose Free yogurt and hear others talk about how they have benefitted from it.
7. What might they do instead of buying?
Instead of buying yogurt, consumers might be eating pudding cups as a sweet, low-calorie treat. They may
also be buying cereal to eat as a healthy breakfast food. They may also be buying other non-dairy products
since they are lactose intolerant.
8. Thinking/ Feeling? High/ Low Importance?
The consumers of Yoplait Lactose Free yogurt fall in between Quadrant 3 and Quadrant 4. This product is
of low importance in their everyday life style, but there are almost equal amounts of thinking and feeling
put toward purchasing this product.
9. What tone approach is best for our audience?
The best tone approach for the target audience is quick and fast paced but also calm and informative. The
tone needs to show that Yoplait Lactose Free yogurt understands the consumer’s need for healthy, flavorful
dairy products that can also be eaten while on the go.
10. What’s up with the competition? (direct, indirect, intangible)
Yoplait yogurt’s main competitors are Dannon and Breyers. Light n’ Lively and Stoneyfield Farm are
brands of yogurt but not direct competition to Yoplait. Yoplait has recently upped the competition by
coming out with Lactose-Free yogurt. The yogurt industry is constantly competing with each other with the
next best features like fat-free, lower calories, more vitamins, etc.
11. Current tagline. Will this change?
The current tagline for Yoplait is: it is so good. Another less common tagline is: Consumer-favorite
yogurts. These taglines probably will not change.
12. Any mandatories?
There are no mandatories at this time.