For its sixth consecutive Super Bowl-adjacent appearance, Oikos flexed its creative muscles with a humorous spot that challenges stereotypes about strength to playfully focus on their own product’s protein power.
Featuring actor Juno Temple and NFL player Myles Garrett, Oikos worked with creative agency FCB to craft “Surprising Strength,” where Temple comes to Garrett’s rescue, emphasizing the surprising strength that Oikos’ range of protein-powered yogurts can provide.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the new ad.
The Details:
- “Surprising Strength” stood out for its Attention-grabbing abilities, assisted by the characters (which 21% of all viewers rated as the Single Best Thing about the spot, a rate more than twice that of the average dairy ad):
- The :30 also outpaced category norms in Likeability, Watchability, Information, and Change, with viewer responses highlighting the Funny approach as well as the Healthy product.
- Younger viewers 21-35 as well as males overall were Oikos’ best audience; however, the spot earned at- to above-norm resonance across age/gender indicating its suitability for broad audience media (such as the Super Bowl).
- Over seven in ten easily recalled Oikos on an unaided basis after first viewing (+7 pts above average), with one in two reporting increased likelihood of purchase (meeting dairy norms).
- The :30 also outpaced category norms in Likeability, Watchability, Information, and Change, with viewer responses highlighting the Funny approach as well as the Healthy product.
- Second-by-second trace results reflect the quick engagement/breakthrough ability of “Surprising Strength,” with the physical humor most engaging to viewers 50+:
- Viewer comments on the new creative suggest that while some weren’t sure of the exaggerated humor, most still comprehended the main message that Oikos yogurt has healthy protein to make one stronger.
Sample comments on “Surprising Strength” :30
“I thought this ad was fantastic. I loved seeing the female character taking the lead and helping the male character achieve his goal. I also love the connection between Oikos yogurt and strength.”
Female 36-49
“I thought it was funny. There were some pretty cool shots and I liked the special effects. The product could have been better represented but I do remember it.”
Male 50+
“I like how attention grabbing it was. And surprising too. But it was clear what the product was and it made me interested in buying it.”
Female 21-35
“It kept me watching for sure. It was a little funny—her carrying him. They showed the name and product in the end. I got it!”
Female 50+
“The ad was funny—how the girl carried the man through the airport, highlighting how their yogurt is packed with protein.”
Male 36-49
“Although the scene was a caricature, I get that the point was to show the long-term benefits of the yogurt product.”
Male 21-35
“I think this idea is pretty lame. I’m not sure what your thoughts were on this idea. You’re in the airport and have to carry a big guy to his gate and thank god your yogurt had protein?”
Female 21-35“
“Funny commercial and I also love that it’s all about the yogurt in the end and about body health and protein.”
Male 36-49
- The following chart displays other well-received yogurt ads of the past year, with the Danone Too Good :15 touting protein as well as a lack of sugar, artificial sweeteners and/or lactose and Yoplait Protein promising 15 grams of the nutrient:
- The focus on the story over the product in “Surprising Strength” was reflected in lower Healthy and Prodtastic response in viewer comments vs other protein-rich yogurt ads.
- 9% of respondents specifically mentioned protein in their verbatims on “Surprising Strength” vs 19% for Yoplait’s “Impossible: Two Things at Once” (which also featured celebrity America Ferrera). The Too Good spot saw viewers focus more on the zero sugar messaging.
- The focus on the story over the product in “Surprising Strength” was reflected in lower Healthy and Prodtastic response in viewer comments vs other protein-rich yogurt ads.
- The yogurt ads with that stronger product focus did not necessarily drive higher consumer intent; however, the three pronged “Too Good” messaging was highly persuasive (61% Top 2 Box intent):
- These other yogurt ads also seemed to generally appeal more broadly and more strongly with female viewers:
- Viewer comments on Danone’s Too Good “Plenty of Room” :15 reflect the high interest in the product, with some mentioning the importance of taste:
“I am biased about this product, I love it, it is the only yogurt I eat! I eat it because it doesn’t have a lot in it, and still tastes good! I think that should be emphasized more, less in it, but still tastes good!”
Female 50+
“I thought it was very good. It caught my attention and I definitely want to try it out.”
Male 36-49
“I like that the yogurt is high in protein and doesn’t contain any artificial ingredients. It sounds like something I would buy based off my diet.”
Female 21-35
“OK ad, I have never heard of the brand. I will have to try it because of their claims.”
Male 50+
“It made me curious to learn more about the product. I think it was yogurt, but I’m not sure. I want to know what the sweetener is – monk fruit?”
Female 36-49“I have never tried this brand of yogurt before, but this advertisement made me curious about it.”
Male 21-35
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Creative Agency: FCB