Lala Wants People to Start 'Yogurting'

Borden Dairy Brand Uses Action and Music in First National Brand Push for Drinkable Yogurt

Lala yogurt has come up with a new word, "yogurting," to promote its smoothies as the brand's U.S. ad budget and distribution are poised to take off.

The brand, better known in Latin America, has been gaining traction in the U.S. as one of the flagship brands for Borden Dairy. After years as a regional player, Lala is pushing forward with its first national campaign on Feb. 15, focused on the brand's yogurt smoothies.

The product, sold in traditional and Greek styles, hits on a mix of trends in the market right now as people want protein-filled and better-for-you products they can consume during busy days, said Desiree Johnson, director of marketing for Lala USA at Borden Dairy.

In a departure from some yogurt advertising, or perhaps because of it, Lala is not emphasizing the nutritional details of the drinks. "Everybody kind of knows that yogurt is great for you," Ms. Johnson said. "What I believe the yogurting campaign does is make it relevant to a younger audience."

As for what yogurting means, "it's really being able to just grab a yogurt and go. You don't even need a spoon," Ms. Johnson said.

An earlier campaign concept from Dieste that touted "no spoon required" did not resonate as well as the new campaign in focus groups, she added. The new campaign from Dieste shows people with the drinks as they do everything from commuting to surfing.


Agency: Dieste Inc.
Client: LALA USA
Chief Creative Officer: Ciro Sarmiento
Associate Creative Director: Damián Nuñez
Sr. Copywriter: Andres Pedraza
Sr. Art Director: Sergio Rojas
Agency Producer: Gerry Rivera / Jose Luis Chavez
Production Company: Shooters Films
Executive Producer: Mauricio Jemal
Director: Jerry Dugan
Director of Photography: Matt Uhry
2nd Unit Director: Mateo Arias
Post Production: Lucky Post
Music Studio: Yessia