Albalact and Zuzu came up with a new product, a yogurt dedicated to men, Zuzu Max, a first on the Romanian market.
Named Zuzu Max, the product isn’t a diet one, it is a consistent, creamy, tasty, filling yogurt with a high percentage of fat. It is available as simple yogurt or mixed with different types of fruits.
Zuzu Max targets mainly men, a segment almost ignored on the local yogurt market, although 48% Romanians are make. Zuzu Max didn’t just happen to appear, it is the answer to the insights we have from consumers. The studies we made showed us there is some dissatisfaction among men related to the fact that yogurt brands are targeting mainly women. Men report in a different way to yogurt category and, for them, the good taste means creamy and is also given by the fat content. And a healthy lifestyle doesn’t exclude products with high quantities of fats, especially when it comes of yogurt, which is by definition a healthy product. That is why we brought to men, as a first, what they desired
Marketing Director Albalact.
All we created for Zuzu Max, from recipe to packaging design and promotional activities was tailored to answer the needs and the preferences of the target public, men.
Senior Brand Manager Zuzu
Zuzu Max is promoted with a communication campaign that includes TVC, online and in-store promotional activities.
The TV creation for Zuzu Max was made by Next Advertising.
It is easy to promote a product already expected by the public. When it came of Zuzu Max, we only needed to recap the frustrations of poor men that, for years, fed themselves with their consorts’ low-fat diet yogurt. In a world where yogurts seem to be synonymous with diet, Zuzu Max starts a revolution. Now men can finally eat the yogurt they like, not the one that helps them keep an enviable silhouette
Creative Director la Next Advertising.
The teams involved in the campaign included
- Albalact: Cristina Miclea – Marketing Director, Celina Condorovici – Senior Brand Manager Zuzu
- Next Advertising: Sorin Popescu – Managing Director, Liviu David – Creative Director, Ioana Cabuz – Account Manager and Diana Benea – Junior Account Executive.
- Production House: Multimedia Est with Hypno – Director.