The campaign will be encouraging people to ‘Shake Up’ the mundane as the antidote to all things boring and sensible and will be supported by the brand’s #ShakeItUp messaging.

An intense four-day sampling burst kicked off the campaign at the start of August, with brand ambassador teams handing out freed rinks at London’s Victoria and Liverpool St train stations, Westfield Stratford and Westfield London.

The activation, created by marketing agency Sense, is the experiential element of a wider brand repositioning campaign that will include a range of digital and social media activities.

Over the four-day activation, more than 45,000 400ml Yazoo samples were handed out along with a specially designed handout that compliments the overall look and feel of the campaign, where everyday monotonous situations are ‘Shaken Up’.

The aim of the campaign is to more clearly differentiate Yazoo from its rivals and to increase penetration among young adults – the brand’s ‘life’s too short to be serious; message will be central to this.

Alongside free and 50p-off Yazoo coupons, the handouts will feature quirky illustrated items (including a face, the bottom half of a mermaid and crocodile head) that can be easily popped out and then introduced into photos of everyday situations to “Shake them up”.

Digital advertising includes banner ads targeted at millennials on a number of pre-selected websites, with consumers being encouraged to either text shakeitup to 65009 to receive a secure digital voucher or click through to a microsite where they can opt to get their voucher delivered by SMS or email. Secure digital coupon services are being provided by i-movo.

Consumers will be encouraged to get creative and share their photographic results via social media using the hashtag #ShakeItUp.

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Shoppers across the UK can discover what kind of snacker they are and win one of 10 £100 H&M vouchers when yogurt drink Optiwell’s ‘Thank Goodness’ campaign hits four major shopping centres.

The real world element of an integrated campaign which includes online video content and a billboard campaign will see Optiwell Brand Ambassadors deployed during July. Launched at Westfield Shepherds Bush in London from July 8-10, the campaign will also visit Bluewater in Kent (July 15-17), Manchester’s Arndale Centre (July 22-24) and Birmingham’s Bullring (July 29-31).

Shoppers will be invited to enter a quiz to determine their snacker profile and sample the no-added sugar, 64 calories per 200ml yogurt drink from FrieslandCampina. Each ‘Goodness Girl’ ambassador has been specially chosen to represent one of three possible snacker personas that consumers will be matched to, depending on the answers they give.

“We want to show people how Optiwell understands women, as well as how good the Strawberry & Raspberry and Peach & Apricot varieties taste,” said Anna Stennett, Account Director at real world marketing agency Sense, which is running the activation. “Anyone taking part in the quiz will be entered into a prize draw for the chance to go on an H&M shopping trip. A supporting billboard campaign will run simultaneously at each location to drive awareness of the activity and promote the online video content featuring TV presenter Holly Willoughby.”

Commenting on the campaign, Kate Nunn, Marketing Manager at FrieslandCampina, said: “Optiwell believes in making life a little easier with a delicious yogurt drink to tide you over, that’s perfect for at home or on the go. Resisting temptation with Optiwell has never tasted so good.”

FrieslandCampina is one of the world’s largest dairy co-operatives. Its new yogurt drink Optiwell includes calcium and protein but with no added sugar, no fat, and is only 64 calories per 200ml.

Sense is a specialist experiential, event and marketing agency that helps brands create exciting things in the real world as part of full-spectrum marketing communications campaigns.

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London’s Waterloo Station is the venue for FrieslandCampina’s latest campaign for its new healthy yogurt drink, Optiwell.

The activity involves the takeover of multiple poster sites across the station, combined with experiential sampling run by integrated agency Sense, along with digital support through online brand display and social media.

Will Jones, Marketing Director at FrieslandCampina, says: “The Waterloo domination was chosen for Optiwell, our new delicious fat-free yogurt drink, due to the large reach and frequency of coverage it offers. With multiple poster sites in close proximity at the station, it allows for strong brand visibility and impact, which is essential when launching a new brand,” said

Jones adds that the brand will be targeting the commuter with unmissable brand information on exiting the station, plus a free sample for them to try at their leisure in the form of an on-the-go bottle for consumption when they would otherwise feel like a snack.

Optiwell is being positioned as a healthy alternative to help people resist tempting snacks, with the slogan: ‘With Optiwell, resisting temptation has never tasted so good’”

The Waterloo digital and sampling campaign will run from February 16^th to 20^th 2016, targeting 25 to 45-year-old women.

Anna Stennett, Account Director at Sense, observes: “Our trained brand ambassadors are set to deliver around 60,000 330ml chilled bottles of Optiwell over the five live activity days. It’s part of a large-scale multi-channel advertisement campaign centred on London, which includes distribution drives and in-store activation. We have already distributed 450,000 samples since the brand launched late last year.”

FrieslandCampina is one of the world’s largest dairy co-operatives. With a commitment to producing nourishing dairy products, its new yogurt drink Optiwell is full of dairy goodness including calcium and protein, but with no added sugar, no fat, and is only 64 calories per 200ml.

It launched Optiwell in the UK in August 2015, recruiting This Morning presenter Holly Willoughby to be brand ambassador for the launch as part of a four-year marketing campaign valued at £25m.

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