YOPLAIT
Annual Report and Rebrand Project
The Yoplait rebranding project addresses the brand's challenges in meeting profitability targets within the American yogurt market. By repositioning the brand through a strategic focus on French heritage, authenticity, freshness, and inclusivity, Yoplait aims to overcome perceptions of unhealthiness and limited appeal.
Key initiatives include a comprehensive packaging redesign, a revamped brand persona and the main deliverable of this project, an annual report showcasing Yoplait's positive impact on the market, its customers' lives, and the environment, highlighting its commitment to quality, innovation, and sustainability.
Image: Redesigned Cup Packaging
THE SOLUTION
Market Repositioning through rebranding and enhancing Yoplait's existing 4 core values:
French Heritage: Yoplait will honor its founders by incorporating French culture, traditional recipes, flavors, and techniques into its products.
Fearlessly Authentic: Yoplait will boldly improve its ingredients, practices, and environmental impact, demonstrating a commitment to authenticity and transparency.
Freshness and Innovation: Building on its legacy as a trendsetter and innovator, Yoplait will emphasize fresh ingredients, fresh ideas, and a fresh new look to captivate consumers.
Inclusivity and Accessibility: Yoplait will prioritize people, ensuring that healthy food is accessible to everyone, aligning with its founding mission.
STRATEGIC APPROACH
Implementing an annual report in the rebrand is crucial to providing comprehensive overview of Yoplait's progress, successes, and impact, reinforcing the brand's commitment to transparency and accountability. By showcasing Yoplait's positive contributions to the market, customers' lives, and the environment, the annual report becomes a powerful tool in shaping the brand's narrative and building trust with stakeholders.
THE PROBLEM
Yoplait, a subsidiary of General Mills, is struggling to meet profitability targets in the competitive American yogurt market. Despite the market's growth potential, Yoplait requires a revamped marketing strategy to enhance its market position and generate incremental revenues.
CURRENT BRAND PERCEPTION
Perceived as Unhealthy: Despite efforts to improve ingredients, Yoplait is still perceived as unhealthy, akin to consuming dessert or sugary snacks.
Association with Go-Gurt: Yoplait's association with Go-Gurt, targeted primarily at children, limits its appeal to a broader demographic.
Doesn't Align with New Wave Health Standards: Yoplait's products do not meet the evolving standards of health-conscious consumers.
Image: Out-of-Home Advertisment
Image: In-store Advertisement