The brand is targeting commuters and shoppers with a campaign encouraging people to ‘Shake Up’ the mundane as the antidote to all things boring and sensible, which will be supported by its #ShakeItUp messaging.
A four-day sampling activation in London, run by Sense, is part of a wider brand repositioning campaign that will include a range of digital and social media activities. The aim of the campaign is to more clearly differentiate Yazoo from its rivals and to increase penetration among young adults, with the brand’s ‘life’s too short to be serious' message central to this.
Anna Stennett, account director at Sense, said: "Over the four-day activation, we'll be sharing more than 45,000, 400ml Yazoo samples with a specially designed handout that compliments the overall look and feel of the campaign, where everyday monotonous situations are ‘Shaken Up’."
Alongside free and 50p-off Yazoo coupons, the handouts will feature quirky illustrated items, including a face, the bottom half of a mermaid and a crocodile head, that can be easily popped out and then introduced into photos of everyday situations to "Shake them up". Consumers will be encouraged to get creative and share their photographic results via social media using the hashtag #ShakeItUp."
Richard Duplock, marketing manager at Yazoo, said. "We’re really looking forward to working with Sense on this activity – getting the product directly into the hands of our target audience is the best way to get our message across. On top of this, the campaign creative really supports our fun messaging and we’re hoping to see strong post-sampling engagement."
The sampling campaign will kick off at London Victoria train station on 4 August, before visiting Liverpool Street the day after, Westfield Stratford on 6 August and Westfield London on 7 August.
Sense has worked on a number of campaigns this year, including in February, and more recently, an i.
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