Cohn&Jansen and Napolact give “free rein to cravings” with the new Pofticios yogurt

Cohn&Jansen and Napolact build the new Pofticios starting from the real tension between children’s cravings and parents’ rules.

When it comes to children’s nutrition, parents live every day between rules, worries and negotiations. But, beyond all this, a simple reality remains: children want something good, and parents want to be able to say “yes” to them without compromise and without the feeling of guilt.

From this truth starts the new national campaign “Liber la pofte”, through which Napolact launches together with Cohn&Jansen the new portfolio of drinking yogurts Pofticios.

The new range responds to one of the most frequent tensions in family life: the permanent negotiation between what children want and what parents consider appropriate for them. In a context where inappropriate food options are increasingly numerous, Pofticios comes as a clear choice for parents: a tasty, nutritious yogurt, with natural ingredients and live cultures, created to offer children a good snack appropriate to their age.

The “Liber la pofte” campaign and the spot dedicated to the new range bring to the forefront the parent-child relationship from the perspective of everyday snacks. The execution starts from an imaginary, metaphorical universe, and then returns to reality, in the familiar space of the kitchen. The result is a recognizable story, full of energy and emotion, about craving, restriction and the joy of finally receiving a “yes, you can”.

“With “Liber la Pofte” we wanted to give a voice to children, not just parents. To show how a “no” feels on the other side. For parents it’s reason, but for children, an unfulfilled desire means a lot. It’s drama. It’s everything. They feel like little “criminals”, secretly satisfying their desires and searching through drawers when we’re not paying attention. And we, the parents, end up turning into these “guardians of desires”, detectives of candy wrappers hidden under the pillow… and we don’t like it. We interpreted this dynamic in a colorful and lively executional manner, through a metaphor, while emphasizing at the same time the importance of a healthy diet and the role of an innocent fruit yogurt, as a possible mediator of the eternal conflict”, declares Mihai Fetcu, Creative Director of Cohn&Jansen.

Before airing, the TV commercial was tested using the solution KANTAR Link+, one of the most respected international tools for evaluating the performance of advertisements and creative executions. The research was conducted online, on a sample of 150 mothers, representative of the broad target group (women aged between 25 and 50, from urban areas, with children, responsible for household shopping, who have bought fruit yogurts in the last 3 months and do not reject fruit-flavored yogurts), and the results exceeded the national norms for most key indicators.

The spot scored in the top 8% of the advertisements tested by Kantar in Romania in terms of contribution to Brand Relevance, top 3% in terms of contribution to Differentiation, maximum results in Immediate Conviction and Distinctiveness of the advertisement, top 1% for Active Involvement, top 13% for Viewing Pleasure and top 14% for Positive Emotion Capital. When decoding facial expressions, the dominant reaction was the smile, which scored in the 91st percentile (top 9% on this indicator).

In addition, the commercial was assessed with a very high potential for contributing to brand equity, in the top 7% of spots in this regard, and a probability of increasing sales in the short term of 97%. The commercial was tested in animatic format, and the final spot very closely followed the structure, idea, look and music of the tested version.

The musical component of the campaign was developed in collaboration with Antișcoala de Muzică, one of the most unconventional music schools in Bucharest, known for putting children at the center of their own musical productions.

The “Liber la pofte” campaign has been running since February and benefits from a wide presence on TV, radio, OOH, digital and retail, already having very good results including in sales.

“We developed Napolact Pofticios out of the desire to offer a product with a pleasant taste and balanced texture, built on a simple recipe and relevant to the needs of today’s families. Pofticios is a natural source of protein, calcium and vitamin B2, and live cultures complete the nutritional profile of the product. At the same time, we aimed to limit the amount of added sugar to under 5 g/100 g, so that each portion remains tasty, but also suitable for an active lifestyle, especially for children over 6 years old”, declares Laura Gheorghiu, Napolact Brand Manager.

“The first sales results encourage us and confirm that Napolact Pofticios has quickly found its place in the preferences of families in Romania, reaching a YTD 19% volume share in the segment,” she adds, citing RetailZoom Romania data.

Napolact Team

Eliza Calciu-Șerban | Marketing Director

Gabriela Nicuț-Runcan | Marketing Manager

Laura Gheorghiu | Brand Manager

Cohn&Jansen Team

Mihai Fetcu | Creative Director

Laura Leonte | Group Creative Director

Ana Vasilache | Senior Copywriter

Vio Pintilie | Senior Art Director

Andrei Cohn | Cretive Director

Raluca Diaconu | Senior Strategic Planner

Diana Crâșmariu | General Manager

Arina Stoenică | Client Service Director

Diana Minculescu | Group Account Director

Silvia Fetcu | Account Manager

Ilinca Dumitrescu | A/V Production Director

Diud Team

Andrei Gheorghe

Anca Gheorghe

Irina Teodorov

Music:

Antișcoala de muzică: Călin Marcu and kids