Noosa

Man hanging upside down with curly hair and a mustache.

Pink 3D number 100 illustration animated with spinning zeros.

LEVERAGING PRODUCT TRUTHS FOR STANDOUT GROWTH

Thin green brushstroke on a black background.

Flavour From Down Under

3 animated fireworks explosion illustrations in varying sizes.

Capabilities

Creative

Design

Media

Production

Strategy

PROBLEM

Calling All Blokes & Sheilas. Our task was to get consumers to see a more superior way to enjoy their morning yogurt. Noosa sits in a category that feeds the body but not the soul, and bargains for your attention with discounts. These other brands are all about less calories, less sugar, less fat or more protein, but they were missing a premium experience opportunity.

OUTSIDE-INSIGHT

The intersection of both product and consumer truth is the very reason noosa exists, going back to the Aussie origins - a style of yoghurt intentionally made full on, never skimming or holding back on taste and enjoyment.

SOLUTION

Make noosa synonymous with a no holds barred Aussie approach.

AUSSIES DON’T SKIM.

Red, orange, and yellow animated flame illustration.

MEDIUM

A full 360-degree campaign was created to “re-launch the brand” and drive continuity into every corner of audience connection from OLV, social, influencers, PR, partnerships and shopper marketing, to turning the website upside down in order to engage consumers in a memorable way that drove attribution down to point of purchase.

Smartphone screen showing Noosa Peach Yoghurt upside down.

Noosa blueberry yoghurt on a smartphone screen with blueberries.

2 animated illustrated eyes growing and showing lines around them symbolizing excitement.

Noosa website shown on a laptop with the text Real Fruit Whole Milk.

Behind the scenes of Noosa commercial film set with crew.

Behind the scenes of Noosa commercial film set with crew demonstrating the upside-down film set and actor.

noosa yoghurt product tubs on a table surrounded by fruit, spilling milk, a spoon, and a message that reads "aussie-style, full on tasty yoghurt".

OUTSIZED IMPACT

Since launch in 2023 this has been a turnaround story, from stagnant sales to outpacing the category in both dollar and units. The brand saw a 20% increase in growth at their most important big box retailer. And the most recent brand equity tracker study, polled in May 2024, showed a Net Promoter Score 9 points higher than the category average.