Yazoo ‘Shakes up the mundane’ with new £3m ATL campaign

YAZOO is back on screens with a TV advert – "Just another day with YAZOO" – that represents an investment of £3m.

Starting today (3) running until late August, the campaign will air on key national TV channels including ITV, ITV2, ITVBe, Sky Media and Channel 4, as well as via targeted VoD. This ad laydown will see YAZOO feature alongside popular flagship show Love Island – programming pitched at the brand’s heartland.

Shaking up the mundane and injecting moments of fun into everyday life, the hero advert (with creative from Digital Natives) utilises the current, 90s iconography trend and incorporates the classic TLC song "No Scrubs" as a backdrop to engage the Gen Z demographic. It employs humour to highlight a relatable truth about spending time in your car with friends, whilst increasing brand awareness and visibility amongst new shoppers. Representing YAZOO’s biggest TV investment to date, the campaign is set to reach 67.6 per cent of UK adults at least once, whilst a quarter of the population will encounter the ad an estimated five times.

The campaign will be supported in retail through promotions, secondary sites, competitions, in depot takeovers and at fixture POS. It will see further amplification across YAZOO’s social media channels, particularly across TikTok, which will see the brand encouraging followers to take part in a lip-syncing trend using YAZOO bottles to stimulate UGC. The advert also features YAZOO’s updated pack design, debuting a more contemporary look and feel, with a larger focus on sustainability and taste credentials.

“Summer is a notoriously busy season for flavoured milk drink sales, so we’re thrilled to be launching our biggest campaign yet!" said Maren Fuhrich, Brand Manager at YAZOO. "Currently, YAZOO occupies a staggering 27.9 per cent share of the flavoured milk market, with 97 per cent top of mind awareness amongst consumers; our aim for this promotional activity is to cement our position as market-leaders and foster even more appreciation for the brand.

“With YAZOO on TV screens in millions of homes across the nation the brand will be more visible than ever before, so retailers should stock up to ensure teens, kids and adults alike can readily access their dose of the UK’s favourite deliciously refreshing flavoured milk!”

Prices and sizes:

YAZOO 10 x 400ml, 6 x 1L, 12 x 300ml

YAZOO KiDs 200ml x 3, 200ml x 6 multipacks

In grocery: 400ml £1.20, 1L £2.00, 300ml £0.95

In OOH: 400ml £1.49 PMP, £1.99 1L PMP

YAZOO KiDs £2.45 200ml x 6, £1.50 3 x 200ml