Danone introduced a new marketing campaign for its Light + Fit brand. It celebrates women with a new "Fierce" brand restage featuring a revitalized look, new product innovation, and an ad campaign that flips traditional notions that women should crave less and invites them to indulge more in snacks that delight their tastebuds.
As part of this new look and integrated campaign, Light + Fit is releasing two new commercials that follow a fearless heroine as she flips the script on snacking by unapologetically taking what's hers and snacks without sacrifice. The creative is directed by Malia James and infuses her bold, unique, and fun creative approach to break away from classic yogurt campaigns of years past.
"Our goal on this creative journey was to break the mold of yogurt campaigns. We needed to bring to life this bold, fierce persona and make yogurt exciting! Fierce is being exactly who you are, doing what you want, and saying what's on your mind. Fierce is throwing out the rule book and honoring your individual truth, so that's exactly what I did in bringing their vision to life," said Malia James, Director.
The Light + Fit brand is entering a new era featuring a fresh, more modern look while maintaining that same irresistible fierce flavor fans crave and love. The campaign will extend into the grocery aisle with the introduction of updated package designs featuring more bold, expressive typography and an unmissable purple background that Light + Fit fans will recognize.
"We're modernizing Light + Fit with a bold new campaign that challenges yogurt marketing tropes and societal conventions that women should crave less. Our goal is to inspire women to be bravely unapologetic about what they want, including embracing their snack cravings and desire for full-on flavor without compromise," said Surbhi Martin, Vice President, Greek Yogurt & Functional Nutrition at Danone North America. "Through this integrated marketing campaign, our hope is to connect with new audiences by spotlighting how Light + Fit's irresistible flavor enables people to indulge their cravings without the guilt."