Nestle Diet rebrands as Soleil
A yogurt brand has been relaunched and renamed with a campaign by CumminsRoss.
Dairy company Fonterra launched the yogurt brand, formerly Nestle Diet, as Nestle Soleil. The campaign is designed to take a more realistic view towards weight management.
The campaign began with a 15 second TV spot, followed by radio, and announced the yogurt’s name and formulation change. It was followed by ads running as 30-second TV spots that reinforced the campaign’s theme “I’m feeling it”, designed to explore the mindset of women trying to manage their weight.
Marketing director of Fonterra Bradley Cook said: “We believe we have found the emotional high ground in terms of women’s attitudes towards weight management. The reality is, it is always more about how you feel. If you feel great, it radiates through to how you look.”
“We expect the ‘I’m Feeling It’ catch phrase might captivate the audience and be a positive expression for their sense of self.”
Winners and Losers actress Melanie Vallejo is the face of the yogurt.
The pieces were written by Sean Cummins and Jason Ross, directed by Scott Pickett and produced by Nicola Patterson of Jungleboys.
CumminsRoss also worked on the launch of Mammoth flavoured milk in NSW three months ago.
