Magazine article Marketing

Adwatch: Muller Light - 'Trampoline'

Magazine article Marketing

Adwatch: Muller Light - 'Trampoline'

Article excerpt

Even people who find cricket boring know that something amazing happened last week: they know that Kevin Pietersen scored two sixes playing a 'switch shot'.

Not only that, but the MCC (cricket's somewhat traditional ruling body) decided not to ban that shot from the game. In fact, it positively encouraged it, applauding its innovation and the excitement it brought to proceedings.

What the heck has that got to do with an ad where people bounce on branded trampolines next to a herd of cows and a couple walk past a promotional pack on a Caribbean beach? Well, when Muller first caught our imagination it was a real innovator - its corner-pack design made healthy yoghurt fun and widened its appeal beyond its traditional audience.

This latest offering suggests Muller has lost its way and decided to play it safe: the Muller Light lid trampolines (showing all the different flavours) look like a desperate attempt to up the branding. …

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