Yoplait: a brand mission to rejuvenate a category
Delivering a strategic communications plan and articulating the brand mission
The challenge
We were asked to partner with the Yoplait team to develop a comprehensive 2024 communications strategy and a clear communications framework. Together with partners we would co-develop creative ideas and tactics, then integrate all thinking into a total communications plan launching from October 2024. This included producing agency briefs for partners.
Brand strategy
Brand mission
Communications framework
Messaging
Agency briefing
“Developing and defining a strategy with a narrative that resonates with all of your key stakeholders is a huge accomplishment and that’s what Daniel at Sentient helped us to achieve at Yoplait.”
Head of External Relations UK & IRE, Yoplait
Objectives
Our mandate was to build Masterbrand awareness with clear differentiation from competitors, while deepening understanding of Yoplait’s key brand attributes and points of view. The plan would remain anchored in the brand’s mission and points of difference to ensure clarity and consistency throughout.
The approach
Situational analysis
We began by establishing a shared view of where we are, where we want to be, and how to get there. This was informed by customer input, evaluation of the previous campaign, the Belfast nutrition review, and desk research covering competitors, media, and category dynamics. The outcome was a sharp diagnostic and an agreed set of priorities.
Answer key strategic questions
Using the analysis, we set out to answer a set of pivotal questions: identifying the biggest opportunity for the brand to shine; defining the single most important message to lead with; determining whether and how to address sugar; and assessing whether the nutrition story should be revised or sharpened to stand out more clearly in the category and resonate with priority audiences.
Outcomes
A clear, powerful, and single-minded mission statement. A total communications framework. Easy-to-follow steps to activate. Input and guidance on agency briefs.
