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The Idea

Last September the cult yoghurt Toni was repackaged in a striking new retro design. It was the ideal time to get everyone talking again about the delightful treat in a jar. And that’s precisely what Plan.Net Suisse was asked to do.

Toni yoghurt is synonymous with a chilled-out moment of pleasure. In real life, unfortunately, there are always things going on that leave us feeling anything but relaxed. And this was the starting point for our unconventional campaign. For four weeks Toni helped fans to deal with their misfortunes, rescuing celebrities and everyday people from embarrassing situations. So that the only thing they have to spoon up is their yoghurt.

Toni appeared wherever someone had just put their foot in it and commented on the stories on news sites, Facebook and Twitter with cheeky remarks and helpful suggestions. With a cool tripling of the media value of the advertising budget employed, one thing was clear: this unusual online guerilla campaign was a viral success.

It resulted not only in sales figures rising from 79.3 points per week (before the campaign) over the course of the campaign to an average value of 123.9 index points but also in Plan.Net Suisse making the 2016 shortlist for an Effie Award.


Toni Jogurt