Yogi Sip is a drinking yoghurt that South Africans grew up with.
Nostalgia was a common feeling amongst our audience as we engaged them on the state of the brand and product. It became a brand for their memories and not one that fit in with their present. There was also negative sentiment around the switch-up in flavours and formula of the product.
People just felt like Yogi Sip had lost its footing and was no longer what it used to be.
Big Question:
How do we increase conversation and engagement around not only the brand but
the product too?
Enter, Sip On.
Our new brand sign off.
Meaning: Consume this...be entertained by…Come through and enjoy…etc.
Used not only as the instruction for our consumers with regards to the consumption of our product but really a rallying call for all things cool and fresh.
We then created a visual language designed to be uniquely vibrant, expressive and to stand out amongst our competitors. We created animated characters, Yogi's, based on our millennial audience, figures that they could identify with in personality and spirit.
We ensured that our Yogi's were as diverse and as dynamic as possible;
with interchangeable heads that could represent flavour, and a bring a
freshness to the Yogi Sip brand.
We worked with animation studio,Wicked Pixels to develop our Yogi's from drinkable head to toe.
Credits | Account management: Pearl Manamela & Cara Bulteel. Strategy: Melody Maker
Production: Nonhlanhla Khanye & Wicked Pixels Johannesburg
