Müller Light’s “Get the good going”

Welcome to the AdMiration newsletter! Each week we analyze new and noteworthy ads from brands around the world to give you our 3-2-1 snapshot of the ad (3 facts, 2 learnings and 1 reflection).

This week’s ad: “Get the good going”???

Müller Light’s integrated “Get the good going” campaign aims to relaunch the Müller Light brand in light of a cultural shift towards leading healthier lifestyles. The diet yogurt category has struggled over the last few years as trends in the category have evolved, focusing on “the good in” like healthy fats, high protein, live bacteria and probiotics versus “the bad out” like sugar free and fat free.?

With the new campaign, the brand aims to position itself as a simple, healthier switch anyone can make in their day-to-day life.?

The ad opens to a man sitting behind the counter at an antique shop eating some Müller Light yogurt. The scene expands to show a woman tending to the store, who notices what he’s having and says, “Oh, check you out being all healthy.”?

“Scandalous” by Mis-teeq starts playing as a montage of shots are shown of the man fabulously modeling sunglasses in a mirror, adding price tags to books with attitude, cleaning the window to the beat of the music, dancing with mannequins and more.??

The man is then shown snapping out of this day-dream as the same woman who’s now steaming an article of clothing says, “Ryan!” as a customer is trying to check out.??

The ad concludes with the Müller logo appearing over the scene and the words “Love every bit” with the voiceover: Müller Light, get the good going.?

3 facts

• The ad scores in the top 20% of all UK ads in potential to drive immediate sales and top 30% in potential to build brand equity in the long-term.?

• It engaged with the audience emotionally, making them laugh and evoking a feel-good factor throughout, enhanced by the choice of music.?

• People felt like it delivered a clear message about the brand but did so in a creative and engaging way that grabbed their attention.?

2 learnings

• It is often more impactful to connect with the audience by implying a message on product benefits and features through demonstrating what the consumption or usage experience feels like versus directly stating what the product delivers.?
• When trying to break category codes and drive growth in a segment or category seeing decline, it’s important to understand what is driving the decline in the first place and what can make your communication truly distinctive while still addressing the underlying issues causing underperformance.?

1 reflection

Are you using music intentionally in your advertising? Music choice can truly make or break an ad. It has a real impact on its tone and how you want consumers to ultimately feel while watching it.?

Whether you include music in your ad or not and the type of music you include at what point in the ad should be considered in the early stages of idea development as it has huge potential to positively impact performance.?

For more data & analysis

There’s a lot more to say about this ad!

Go to the Zappi blog for a more detailed look at this ad’s performance — including more about how the key message in the ad was received.

Don't forget to subscribe to this newsletter so you don't miss our insights next week!

Until next week,

Kim Malcolm