Trying to reverse its declining market share, Yoplait’s new campaign skips competing on health to focus on taste instead. The ad brings to life all the things moms are often criticized for – like breastfeeding in public or having kids later in life – and invites moms to “Do What Tastes Right” and forget about giving their kids healthy food because they’ll probably like Yoplait yogurt better. It’s one of those ads where you watch the first 90% and marvel at just how well they seem to understand modern moms … and then the tagline comes in and you can’t help wondering if the idea was just conceived by the ad agency for another client who didn’t buy it and so they sold it to Yoplait instead. Despite the empowering message, the whole campaign seems like just another clever way to sell supposedly healthy yogurt that has more sugar than a twinkie.
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