Last year, Ogilvy New York came up with a different approach to marketing yogurt for its client Fage (pronounced "fah-yeh"). Ogilvy could have gone the safe route, recomming the typical images of healthy women eating yogurt and talking about nutrition benefits. Instead, they partnered with luxury brands and magazines to create a "textured" campaign that set the yogurt apart as a "luxury" item.
"The images are eye-catching, luscious and tactile: on the left-hand page of the magazine is an advertisement for a Tourneau watch, its elaborate silver face shown up-close and in striking detail.
On the mirror page, a bed of white yogurt reflects the grooves and indentations of the timepiece, as if the magazine had been slammed shut with the yogurt and the watch facing each other. At the bottom of the page is an image of an overturned spoon, filled with creamy yogurt, hanging above a container of Fage Total. “Ridiculously Thick Yogurt,” is the tagline. . ."
To read the rest of the NY Times article, visit http://www.nytimes.com/2007/08/01/business/media/01adco.html?_r=2&fta=y&oref=slogin&oref=slogin
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