First Impressions

Splat. If print ads could talk, Fage Yogurt’s creative would say just that. The Greek yogurt partnered with two luxury brands, Tourneau watches and Honora pearls, to visually demonstrate the thickness of its yogurt.

In two-page magazine spreads in New York, Elle and others, the left hand page features a luxury item while the Fage ad on the right contains a lasting impression — from the watch or the pearls, highlighting the “ridiculously thick” yogurt.

According to Debbie Kasher, senior partner and creative director at Ogilvy New York, the agency behind the campaign, those watch and pearl impressions are the real deal.

“We borrowed the products from our partners — a little scary, considering the pearls are worth over ten thousand dollars — and actually pressed them into our product,” she said. We are thinking that next the campaign should partner with Pam Anderson.

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