Friday, September 18, 2009

Yoplait and Breasts. (Advantage: Breasts)

This clip has already taken its swift lap around the interwebs, but I thought I’d chime in with a thought about balance. (First, let me say that I think this program is fantastic. The target and the cause align really well, and Yoplait will make lots of fans with this effort, I’m sure.)

I think this is 95% awesome, and really only falls down a bit in the balance of the creative. Don’t get me wrong, this spot is simple, clear, plenty edgy for their Gen Y target, and obviously it's compelling enough to get forwarded around the ad blogs, so I think it’s succeeding in a big way.

And I love the way they’re involving consumers (even though it’s not tied to purchase); “For every pledge received by October 31, 2009, Yoplait will donate 10 cents to Susan G. Komen for the Cure, up to $100,000.”

If I were to nit-pick (everyone’s a critic, right), it would be about losing the brand.

This is a great campaign for breast cancer, though I do wish it worked harder for Yoplait. They’ve almost relegated their own brand to sponsorship status (with the exception of the smart URL

Creatively, the lesson here is, if you’re a big brand putting a spotlight on a great cause, don’t get off the stage too much.

(For an example, check out how the brand shares the spotlight in THIS campaign.)

(Thanks to the Cone agency for doing this great work, and spreading the news about it. Kudos.)

(Oh, and please do take the YoplaitPledge on Facebook, HERE I'm reading: Yoplait and Breasts. (Advantage: Breasts)Tweet this!

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