Magazine article Marketing
ADWATCH: Nestle Introduces 'Ski-Speak' to Back Yoghurt Relaunch
Nestle's yoghurt brand Ski is focusing on taste in ads showcasing a revamped range, reports Sam Solley.
Nestle is promoting the relaunch of Ski Yoghurt with TV ads as part of an pounds 8.5m campaign for the second-ranked brand in the UK yoghurt market. The ad appears at number seven in this week's Adwatch table, with a recall of 51%.
The creative, by Ogilvy & Mather, follows two flatmates who talk in 'Ski-speak' - adding the word 'ski' as a suffix to words.
The ad is a 30-second execution, showing the male flatmates eating Ski Yoghurt, but there are also three five-second bursts, featuring a third, female, flatmate. Each ends with a different line, 'Yumski', 'WhoopSki' or 'Best bitSki'.
The main characters are due to re-appear in a series of ads throughout the year in a further promotion for Ski, which has updated its recipes, ranges and packaging, including its logo.
Amanda Routledge, senior brand manager for Ski, says: 'We are trying to establish Ski as a main player. The brand has been perceived as a bit old-fashioned and tired, but people remember it used to be great and we're taking those feelings and using them to our advantage.
'It is still a well-known brand and with a focus on taste and improved recipes, we want to establish ourselves as a strong number two brand in the market and grow our share. …