Müller Zero.

We wanted a campaign that stands out of the clutter and that is memorable, while also manages to engage with the users.

Alexandra Rotariu
Senior Brand Manager • Müller Dairy Romania

Challenge.

For the communication of Müller Zero, a yoghurt with no added sugar and 30% less calories, we needed to spread the word in digital and make sure that users do remember these two facts about our product. Moreover, that whenever they think of a yoghurt with no added sugar, Müller Zero comes to mind.

Journey.

We asked ourselves – what makes a message more memorable? 🤔 The answer was simple – it’s always easier to remember something if it’s rhyming on a catchy tune. So we did just that – we created a dedicated song that establishes both through lyrics and the visuals (in our video) the products’ main benefits.

To generate awareness, we used the song and cuts from the music video across Social Media platforms such as Facebook, Instagram, YouTube and TikTok.

We also had a promotional mechanism – users had to watch a short video to be able to answer correctly a question on the campaign’s landing page, after which they could leave their personal data to enter the lucky draw, where they could win prizes with three zeros (considerable sums of money).  The promotion was communicated on TV, digital channels, as well as in-store.

The combination of a catchy tune and a promotion mechanism helped us capture consumer’s attention, drive sales and establish Müller Zero as the go-to solution for a delicious yoghurt with no added sugar.

Ramona Zamfir
Marketing Director  • Müller Dairy Romania

Outcomes.

The positive feedback for the song, as well as for the delicious Müller Zero yoghurt was overwhelming, just like the media results.

17.300.000

impressions

321.000

social media engagement

13.000

contest entries

What people are saying.

Incredible! Congrats!

Facebook user

I’m a little hungry now 🥺

Facebook user

Wow, the music!

Facebook user

Business inquiries

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