siggi's: advert-top-1 by Office of Baby

When can being too sweet be a turnoff? Office of Baby's new campaign shows how, with its new campaign for Siggi’s, the Icelandic lower-sugar yogurt brand. Keeping with its signature clever, humorous and provocative tone, Office of Baby has parlayed its love for the brand into charming, quirky comedy in a series of spots helmed by O Positive director Kenny Herzog.

From a romantic date gone awry to bad tattoos and morning salutations signaling try-hard moments, the messaging in each spot, tied to the tagline of 'not too sweet is sweet enough,' provides humorous analogies to accentuate Siggi’s benefit of “not a lot of sugar.”

A love of the brand, its founder and connection with consumers helped nurture a healthy working relationship. When you see Siggi’s on the shelf, it’s friendly, beautifully designed and inviting. But some don’t know that [Founder] Siggi [Hilmarsson] is a real person. He is a very tall, kind and smart man from Iceland who is hands on.