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New Müller® TV campaign stars 100-year-old as one of 100 ‘Lid Lickers’ recruited from the general public

01\05\2007

Müller®, the UK’s leading yogurt brand, is launching a new brand campaign, created by TBWA\LONDON, which will feature 100 members of the public - one of every age from a one year old to a 100 year old.

Airing on 1st May, the ‘Lick the Lid of Life’ TV campaign aims to further establish the fun and positivity of the Müller® brand through the unique personalities of 100 everyday people, known as ‘Lid Lickers’ due to their love of yogurt and zest for life. The 40” launch ad will continue to embody the feel-good energy established in the ‘Lead a Müller® Lifeâ„¢’ brand proposition, launched by TBWA\LONDON in 2005.

The ad opens on a magical looking valley scene where the 100 year old is cradling the youngest of the Lid Lickers. The centenarian looks up and asks, “Do you lick the lid of life?” as we see some of the younger Lid Lickers answering “I do” and “me too”. The Lid Lickers are seen in chronological order, winding through the valley in a line as they all say, “there’s 100 of us”. As we travel through the valley scene the Lid Lickers spread their message of positive eating and their passion for yogurt.

Chris McDonough, Marketing and R&D Director of Müller® said, “The new ‘Lick the Lid of Life’ campaign builds on the great equity and consumer engagement established via the ‘Lead a Muller Life’ campaign. The campaign is designed to capture the love of life and yogurt of 100 everyday people aged 1 to 100 and encourage more people to share in this simple passion. We are incredibly proud of the warmth and energy of the new campaign and are hopeful that it will engage across a wide audience due to its charm and realness”.

Victoria Davies, managing director of TBWA\LONDON said, “The simple appeal of the Müller brand’s passion for life has always been a breath of fresh air. The 100 Lid Lickers in the new campaign embody this appeal through their warmth, humour and realness, and we hope will help Müller in it’s ambition to help Britain snack better.”

A national recruitment drive to find the 100 yogurt-lovers that ‘lick the lid of life’ was launched earlier this year through a series of panel style auditions, developed and managed by TBWA’s brand entertainment agency STREAM. Attendees to the nationwide auditions, which were open to employees from Müller and the brand’s suppliers as well as the wider general public, had nominated themselves or had been nominated by friends and family online at www.muller.co.uk/lidlickers.

Müller is also launching a new website around the campaign www.muller.co.uk, created by Carlson Marketing, which gives visitors the opportunity to find out more about the real people in the ad.

The ‘Lick the Lid of Life’ campaign will be used in subsequent ads to launch the Müller® product range, starting with an execution for Müller Vitality from 14th May.

-ends- For further information please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607

To view or download the mpeg online click this link or paste it into your web browser.

https://front.framestore-cfc.com/e63116a2-r38353695-17191

To view work or dowload images click this link or paste it into your web browser.

https://front.framestore-cfc.com/e22c3a5c-r38353852-29782

Credits Project name - Müller Masterbrand Campaign Client - Chris McDonough, Marketing and R&D Director, Müller Brief - New brand campaign to further establish the fun and positivity of the Müller brand Creative agency company - TBWA\LONDON Copywriter - Graham Cappi, James Gillham Art director - James Gillham, Graham Cappi Agency TV Producer - Paula Haughey Planner (creative agency) - Nicole Strada, Tom Sanders Media agency company - Mediacom Media planner - Sarah Leach Media spend - £8 million Production company - Independent Director - Luke Forsythe Editor - John Mayes, Marshall Street Editors Post-production company - Framestore CFC Audio post-production company - Angell Sound Exposure - National TV, press & outdoor

Author:

Avril Canavan

Tags:

lid lickers

müller

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