Light + Fit yogurt wants its core female consumers be fierce when it comes to satisfying their indulgent cravings.
It’s part of a brand modernization initiative that includes updated packaging and a campaign that encourages women to crave Light + Fit’s range of flavors—from Boston cream pie to tiramisu—and low-calorie servings.
“Basically, the consumer is exhausted from being told ‘less’ and to be on a diet,” Jessica Grane, senior director of marketing for Light & Fit at Danone North America, tells Marketing Daily. “The beauty of our brand is where the calories meet taste, and taste meets calories.”
In this spot from the Orchard Creative agency, there’s no dialogue or voiceover—just a woman dipping into a container of Light + Fit tiramisu and the superimposed words “80 calories fierce flavor.”
The silence is broken in a second spot for Light + Fit’s zero-sugar yogurt, which contains 50 calories.
Asked for her take on the product, the same woman says “I think you can never have too many zeros.”
According to Grane, the messaging is about “craving more and going for more. Fierce is because cravings are fierce and you need something at the right moment.”
The brand refresh comes as Light + Fit expands its smoothie offerings with the introduction of three zero-sugar options that will hit retail shelves in June. The new beverages are positioned as on-the-go snack options.