Danone Two Good yoghurts have “nothing to hide” when it comes to their total sugar content with “only 2g total naturally occurring sugar per 150g cup,” as printed on the front of the pack.
This unique proposition has inspired a creative platform and campaign to build awareness of the Two Good brand, and to also educate consumers.
Two Good Senior Brand Manager Ramona Culda says: “We have created a comprehensive integrated campaign that uses humour and a simple insight to clearly illustrate the total sugar difference between Two Good and some “other yoghurts.”
“This was a great opportunity to speak to the virtues of our product and educate consumers on the relatively higher total sugar in the yoghurts they’re consuming compared to the 2g total sugar per 150g cup of Two Good yoghurt.”
The above-the-line campaign includes a suite of digital videos starring comedians Nina Oyama and Josh Earl who bring Two Good and “other yoghurt” to life as characters that navigate the differences between them when it comes to total sugar and artificial ingredients. The creative platform will be further amplified via an integrated campaign across OOH, PR, sampling and social media.
“We know that many consumers are looking for ways to cut back on their sugar intake without compromising on taste,” says Ms Culda. “We have created Two Good yoghurt using a filtering and straining process that removes sugar from the milk, leaving just 2g of naturally occurring sugar in each 150g serving but still keeping that signature creamy texture and taste without any preservatives, artificial colours or flavours.”
Two Good is available in 150g tubs in four flavours; Mango, Vanilla, Mixed Berry and Salted Caramel; and in 700g tubs in Strawberry and Vanilla. Available from Coles, Woolworths and Independents.