Reconnecting with Consumers: Yoga’s New Advertising Push

Yoga, the iconic Italian fruit juice brand established in 1946, is embarking on a fresh advertising campaign to reinforce its position in the market. The campaign, which launched today, aims to highlight the brand’s enduring appeal and its role in everyday life. With the slogan When it’s life, it’s Yoga, the campaign seeks to resonate with consumers across various demographics and consumption occasions.

A Slice of Life: Campaign Focuses on Everyday moments

The new advertising spot showcases how Yoga juices seamlessly integrate into diverse scenarios, from family breakfasts to casual gatherings at bars. By depicting these relatable moments, the campaign emphasizes the brand’s values of vitality, freshness, and joy. The goal is to convey a sense of positive energy and overall well-being, associating Yoga with a healthy and fulfilling lifestyle.

Conserve Italia’s Vision for the Brand

Federico Cappi, Retail Marketing Director of Conserve Italia, the cooperative group that owns the Yoga brand, emphasized the campaign’s contemporary approach. He stated that the campaign aims to strengthen the bond between the brand and consumers by showcasing its relevance throughout the day.

Yoga is much more than just a good juice; it’s an excellence that has been part of people’s daily lives for nearly 80 years, bringing positive energy, vitality, and well-being.

Federico Cappi, Retail Marketing Director of Conserve Italia

Cappi further explained that the campaign’s focus on everyday situations is designed to illustrate how Yoga is present in all moments of life, providing a boost of vitality and well-being.

Multi-Platform Approach: TV, Radio, and Digital engagement

The advertising campaign encompasses a multi-faceted approach, utilizing 15 and 30-second spots on both television and radio, as well as targeted digital activities. This complete strategy aims to maximize reach and engagement across different consumer touchpoints. The campaign is scheduled to run until the end of May and will resume in September, coinciding with the back-to-school season.

Maintaining Market Leadership in Fruit Juices

Cappi concluded by stating that Yoga aims to solidify its position as a leading fruit juice brand in both large-scale distribution and Italian bars. The brand offers a diverse range of products, including single-dose packs, family-sized formats, and the iconic green glass bottles, catering to various consumption preferences throughout the day.This strategic approach ensures that Yoga remains a relevant and accessible choice for consumers seeking a refreshing and flavorful beverage.