- Danone’s yogurt brand Oikos is returning to the Super Bowl with a new :30 spot called “The Big Hill.”
- The ad is built on the brand’s Hold My Oikos platform, updated for this year’s game by being set in San Francisco.
- The spot shows Emmy-nominated actress Kathryn Hahn and pro football star Derrick Henry on a cable car tour in the city. As unexpected hurdles arise, the two are called to action.
Oikos is positioning the brand as a protein brand that stands for strength and the Super Bowl spot is designed to show an epic feat of strength – Kathryn Hahn pushing a cable car up a steep hill in San Francisco.
“When our consumers eat protein and they get strong, we believe that they feel unstoppable,” said Victoria Badiola, senior vice president at Oikos Danone U.S. “The iconic hills of that city literally bring to life the idea of an uphill battle. The idea is that no moment is too heavy when you feel strong.”
This brand platform is aligned with the Super Bowl itself, said Badiola.
“As a brand that really wants to own the idea of strength, the big game is one of the most perfect displays of physical strength that you see throughout the year in the U.S. of what’s happening on the field,” said Badiola. “We can emotionally connect with consumers around that moment of perseverance and performance and bring the idea that stronger makes everything better to life during a relevant context.”
The ad is focused on the brand’s new protein shake to build awareness of the new product innovation. “We wanted consumers to know that we’re still America’s No. 1 high protein yogurt, but now we’re expanding and making our products available in new formats giving people more ways to eat more protein, more times of the day,” added Badiola.
To support the spot, the brand is working with retail partners for prominent display both in the refrigerated aisle for the yogurts and in the ready to drink protein shake aisle, as well as in digital displays through retail media networks. The brand will also be working with creators to promote the campaign digitally and will be doing some surprise and delight content capture moments during the week of the Super Bowl on the ground in San Francisco.
“This year, we are honing our influencer content strategy, finding the right influencers with the right content that also reaches the right audience that’s relevant for us,” added Badiola.
