Zero added sugar. Zero chance you'll forget it.

Müller Riso Zero is a rice pudding with no added sugar and 30% fewer calories. These benefits are easy to print on a pot, and just as easy to forget. So we put both facts in a song people couldn't stop humming.

Müller Dairy RomaniaMüller Riso ZeroFood · DairyMarkets · Romania
A cup of Müller Riso Zero chocolate rice pudding under a spoonful of rice and melted chocolate, in a wave of milk on a blue background.
Zero came up as a trend based on functional benefits, but it also reflects a lifestyle. So we had to talk about this range in a way that was memorable and also very effective.
Alexandra RotariuSenior Brand Manager, Müller Dairy Romania

The challenge.

Two good reasons to buy, and both easy to forget.

Müller Riso Zero has no added sugar and 30% fewer calories. Müller wanted people to remember both, and to think of Müller Riso Zero whenever they wanted a snack without added sugar. Online, that meant two jobs.

  1. Make the two facts stick.

  2. Tie them to one name on the shelf.

The idea.

People forget what's on the pack. They remember a chorus.

A line is easier to remember when it rhymes and comes with a catchy tune. So Müller Riso Zero got its own song, and a music video made for the phone screen.

  1. Both benefits are in the lyrics.

  2. The key words appear on screen in big type, so the message gets through with the sound off.

  3. We cut short clips from the song for each platform.

The song and the clips ran on Facebook, Instagram, YouTube and TikTok.

The song, in full and in 16 seconds.

Tap a clip to play with sound.

  1. The full song1:07
  2. The chorus in 16 seconds0:16
0:00
Music video

The full song.

1:07
0:00
Stories cut

The chorus in 16 seconds.

0:16

A song people actually reacted to.

320.9kSocial media engagements

320,890 interactions with the campaign on social media.

17.3 millionImpressions

The song and its clips turned up in someone's feed 17,298,688 times.

A catchy tune helped us raise awareness, grab consumers' attention, drive sales and make Müller RISO Zero the go-to choice for a delicious snack that satisfies hunger, with no added sugar.
Ramona Zamfir-DănciulescuMarketing Director, Müller Dairy Romania

Why it worked.

  1. Two facts, set to a tune.

    The lyrics did the job the pack couldn't. Both benefits were in the chorus, not in small print.

  2. It worked on mute, too.

    Plenty of people scroll with the sound off. The key words were written large on screen, so the message got through either way.

  3. Zero ran through everything.

    It was on the pot, in the lyrics and on screen, so it was easy to repeat.

Straight from the comments.

Incredible! Congrats!

Facebook user

I'm a little hungry now.

Facebook user

Wow, the music!

Facebook user

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