Yoplait has unveiled a new look for YOP for the first time in more than 20 years, backed by a six‑figure marketing and sampling campaign to boost on‑shelf standout, drive appeal with teenagers and young adults, and accelerate brand growth.
A £600,000 ‘Put a Yop to it’ campaign kicks off in April, tapping into the stressful, noisy and often pressurised lives of teenagers and young adults. The activity will run across social and digital, alongside out‑of‑home advertising and an in‑store shopper campaign.
To put product in hand, Yoplait will hand out 60,000 samples at colleges, workplaces, retailer head offices and key trade events across a two‑week burst in May.
YOP is available in Strawberry, Raspberry and Mango & Pineapple in 825g and 500g bottles. The drinks are a source of protein, calcium and vitamin D.
The brand is enjoying a resurgence as dairy drinks grow. Positioned as the only drinking yogurt on the market, YOP is currently worth £10.3m, with value up +12% YOY and volume up +16% YOY.
