The campaign, which breaks this week, was created by Publicis and targets ABC1 25-40 year old women who take their health seriously, but still want to enjoy life to the full.
The 30-second spot is shot with pace to reflect the hectic lifestyle of modern women. It shows all of the things that the audience know they should do each day such as drinking two litres of water, take thirty minutes exercise and having eight hours sleep a night. The ad claims that in order to love your life and feel good, Vitality can be naturally added to this regime.
Andrew Harrison, general manager of Muller said: "Muller Vitality is currently one of the fastest growing brands within the probiotics sector of the short-life dairy product market. In combination with the redesign and PR activity, this advertisement will help the brand continue (sic) its share of the market and bring new consumers to the category."
The campaign was written and art directed by Paul Campion and Tony Smith. Betsan Morris-Evans directed the ad through Bliss films with post production by The Tape Gallery. Media planning and buying is through ZenithOptimedia.
Muller recently announced that it was to redesign Muller Vitality's yoghurts and yoghurt drinks, with each pack featuring the words "Feel-good bacteria" alongside a jumping man icon, which Muller hopes will be seen by consumers as shorthand for good health.The redesign, by Design Bridge, is intended to attract more consumers to the probiotic category while encouraging existing consumers to switch to Vitality.
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