Dannon Light & Fit has traditionally been solely a product-focused brand peddling promotions and RTBs. Our team at JWT and WPP saw an opportunity to elevate Light & Fit to a lifestyle brand. Our solution was to create a campaign, and a rally cry, for their passionate consumers: DO WHAT FITS YOU. We carried this through in social as well as this brand equity TV spot. As the ACD on the project, I oversaw the campaign, the scripts, the TV production, and was on-set for the shoots in LA.
This next TV spot was a product-focused spot for Light & Fit Drinks. However, the DO WHAT FITS YOU concept is still at its core.