YAZOO to retarget brand towards younger adult males through The Shake Squad
Milkshake brand YAZOO is to launch a new through-the-line campaign targeting a younger adult audience. The ‘What a Difference a Shake Makes’ TV campaign will air from Monday (19 March) and will run for three weeks across terrestrial and digital channels, with the aim of repositioning the brand towards young adult men. The £2m campaign, by Mercieca, will centre around The Shake Squad, a 70’s team of undercover cops sworn against the mundane. The campaign will also include consumer and trade PR from Mercieca, while further activity will also include Video on demand, viral communication through Facebook, a branded YouTube channel, Twitter, outdoor, display, in-store POS, trade press and consumer advertising as well as trade PR. Jules Kramer, marketing director for FrieslandCampina, said: “This is a very exciting time for the YAZOO team. The integrated campaign really shouts out the personality of the YAZOO brand, bold, fun and quirky as well as reminding both our existing and new consumers of its great taste. The Shake Squad brings this to life and engages our consumers by tapping into that moment where you need a pick me up to tide you over.’ Media planning and buying will be handled by AMS, while online has been created between Mercieca and Bigball Films.