The Brand: Adagio, a Portuguese dairy company famous for its high end yogurts.

The Campaign: Launch of the new Skyr yogurt in the Portuguese market, an Icelandic recipe known and trending for its healthy benefits, specially the higher level of protein.

Brand Challenge: Adagio was losing brand awareness and market share in the last years. The company decided for a long time to maintain the traditional yogurt range, without acknowledging the new consumer expectations and needs that made greek yogurts and other healthy yogurts famous. The launch of the Skyr was their response in the market and a leap of faith to gain awareness and consideration from the public.

Strategic Approach: The Strategic Planning acknowledged Skyr was an upcoming trend and being considered by many as the "new greek yogurt, but healthier". The most relevant insight was the fact that when people eat a yogurt today, they don't do mainly for the taste. They do it for the benefits on their mind, their spirit, and their body. The notion of "Pleasure" shifted. It's not about closing your eyes when eating a spoon full of yogurt. It's preparing it, adding ingredients, taking a picture of it, tasting it.

Skyr is not a yogurt, it's a sensorial experience!

Creative Concept: It's not Skyr, it's Adagio Skyr.

The creative team enhanced the moment of consumption of the Skyr yogurt as a moment of ecstasy and pleasure that fulfils someone's cravings.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Sérgio Resende
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves