Lufra’s liquid yogurt and the Hamletian dilemma
At a time when the Albanian consumer selects yogurt based on product density, Lufra, the leading company in the dairy market, and currently the only one offering liquid yogurt, undertook a bold campaign to change the consumer mindset.
After a thorough market and consumer behavior research, special attention was directed at the message that the liquid yogurt preserves the same values and qualities as the classic one. With this in mind, the campaign aimed communicating to younger audiences, considering them more flexible and open to test new products: the ideal potential consumers of the liquid yogurt.
The chosen way of transmitting the message was through a TV commercial that had to necessarily invoke a sense of humor. The dilemma of whether the yogurt is eaten or drunk, was given by the well-known monologue of Hamlet, where Shakespeare's lyrics were appropriately adapted allegorically. The clear treatment of this dilemma by Lufra finally takes the form of a direct message: "There is no room for drama. Lufra’s liquid yogurt is here and yes, you can drink it".
Beside TV, the campaign was further integrated on OOH, digital and POS.