All the feels. None of the dairy.

campaign for cocobella

SERVICES

Campaign Design

Art Direction

Final Artwork

THE BRIEF

The objective for Cocobella was to scale the brand, through enticing consumers to switch from dairy yoghurt to Cocobella’s plant-based alternative. The task was to create a compelling campaign to:

Drive a step change in sales (awareness, trial, and purchase).
Establish Cocobella as the most appealing plant-based yoghurt brand
Build a distinctive brand look and feel.

RESEARCH

Market research into psychographics identified our target audience as health-'feelers', consumers who make intuitive, feel-good food choices, as opposed to health-thinkers, who are more data-driven. This insight shaped the campaign’s tone of natural positivity and the tagline, "All the feels. None of the dairy."

results

21%

remembered the campaign when shown imagery

50%

reported being more likely to purchase Cocobella after seeing it.

42%

increase in brand recall post-campaign

21%

remembered the campaign when shown imagery

50%

reported being more likely to purchase Cocobella after seeing it.

42%

increase in brand recall post-campaign

The campaign significantly improved brand visibility and purchase intent. Cocobella achieved 21% advertising recall, equalling Chobani as the most recalled yoghurt brand. Additionally, 21% of respondents remembered the campaign when shown imagery, and 50% reported being more likely to purchase Cocobella after seeing it.

Out-of-Home (OOH) advertising proved particularly effective, with recall increasing from 12% pre-campaign to 17% post-campaign. The campaign also boosted recall across other channels, including TV (from 11% to 18%), social media (10% to 14%), and digital billboards (7% to 12%).

JCDecaux, Pigeon Project - Cocobella (2023–24).