SYDNEY: Yoplait is taking on Yakult in the $44m probiotic yoghurt drink category with the launch of Yoplait Optimal, to be promoted with a $3m campaign from FCB Melbourne, breaking on Sunday (12 October). Optimal, a yoghurt drink with active cultures and natural anti-oxidants, is aimed at people over 35 who want to be healthy but donÕt have time for a health regime. The campaign, which takes in TV, magazines, in-store demonstrations, event sampling, PR and a web site, features a time-pressured cat burglar who supplements her diet with Optimal. Peter Gardiner, general manager dairy foods of parent company National Foods, believes the product launch will help grow the category. ÒOur research indicates consumers are willing to take a more proactive role in looking after themselves. The introduction of a second major brand is the catalyst for rapid market expansion,Ó he said. FCB Melbourne client service director Tom Cooper points to the UK experience. ÒDanone was the sole player for many years. When a competitor launched, it didnÕt change DanoneÕs volume but it did affect its market share.Ó The product has been four years in the making, from research and strategy development to naming and packaging. ÒIt gave us time to get a package that we think is particularly strong,Ó said Gardiner.
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