Oikos features Greek god Ares in new marketing campaign
The national campaign debuts on Jan. 6 with a commercial starring Ares, who shakes things up with unconventional marketing tactics.
Oikos, a White Plains, N.Y.-based brand of Danone North America, said it is unveiling "Possibly the Best Yogurt in the World," a campaign that entertains audiences and celebrates the Greek yogurt's delicious taste and texture. In a category full of lifestyle and "bite and smile" marketing imagery, Oikos said it is going in a completely different direction: comedy.
The campaign features Ares, who quit his day job as the Greek God of War to work at Oikos Greek Yogurt. The ad was created and produced by the global agency VMLY&R and directed by Bryan Buckley, an Oscar-nominated director.
"The Greek God of War isn't like having your typical celebrity actor,” Buckley said. “A lot of unexpected stuff happens when he shows up on set. These spots just have you laughing and wanting more."
The campaign is shot in the loose-camera docu-style popular with many hit TV shows and movies, Oikos said, and the result is a spot that is both entertaining and relatable to anyone who has spent time in an office.
When Ares wants to champion Oikos Greek Yogurt with war tactics, the tension is created as his co-workers see his methods as dated, very inappropriate and, most of all, unnecessary, Oikos said.
"When you have an incredibly delicious-tasting Greek yogurt, you don't need all of the bells and whistles — or arrows and fire and brimstone — to sell it, and that's where the humor comes into our new campaign," said Surbhi Martin, vice president, marketing, Danone North America. "We were thrilled to work with Bryan to have fun imagining Ares, the Greek God of War, working on our team and bring forward a playful tone that's new to the category. It's just the start of many exciting things that we have planned for Oikos in 2020."
Oikos will debut new packaging in early 2020. The brand noted that it also recently launched new innovations: Oikos nut butter blends and Oikos sweetened with honey or maple.
To view the ads, visit https://rebrand.ly/Oikos.