McCann relaunches Yoplait Yop drink

Yoplait Dairy Crest is re-launching its Yop yogurt drink as the "smoother way to start the day" with a campaign through McCann-Erickson. The campaign breaks on 7 April and targets teenagers. The spot features teenagers with strong Jamaican accents singing a version of the Eddy Grant song Give Me Hope in their sleep. The song has been reworked into "Give me Yop" and the teenagers, who are seen asleep against a toilet-roll holder or propped up in the bathroom, are demanding that their mothers give them the drink.

It is based on the insight that as teenagers mature, their sleeping habits change and they go to bed later. Thus, they are still tired in the morning but will be refreshed by Yop, rather than traditional breakfast food.

The ad was written by Paul Sharp and art directed by Paul Turner. It was directed by James Pilkington through Partizan Midi Minuit.

The campaign will air on GMTV, five and satellite channels, with John Ayling & Associates handling media planning and buying.

Jack Stephens, McCann's creative group head, said: "It is a good strategy, a good idea and a good execution. We had a good client who was supportive throughout the whole process."

Yoplait Dairy Crest's marketing director, Gerry Roads, added: "The McCann team was involved with the relaunch from the beginning, helping us to identify a clear consumer insight that was relevant to our target and then delivering a really impactful and motivating TV campaign that is highly campaignable."

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