Yoplait Oui
Giving Yoplait the edge in the yogurt wars

Yoplait, an established leader in yogurt, needed to re-engage its lost target through an innovative new product offering.

The challenge was to unlock the right strategic sub-brand and product positioning to design against that would inspire lapsed consumers to reappraise the Yoplait brand.

We partnered with General Mills and Pearlfisher on a three phase, Learn Build Verify research journey, incorporating Exploratory Workshops, 20Twenty and SNaPPs to gain 360 insight through combined behavioral techniques, sensory stimulus, and archetypes.

Since launch, Oui has been a runaway success. In a sea of ‘sameness’ Oui by Yoplait’s design breaks the norm. the packaging design draws on its French roots and creates a moment of discovery and delight, emotionally resonating with consumers.

DBA Design Effectiveness Award

  • The single biggest launch in the yoghurt category in the last 5 years
  • Over $100 million in sales in year 1, surpassing its target by 30%
  • Bringing new users to the category, household penetration at 12% was double competitors
  • The design investment was recouped in less than four weeks!


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