Yoo-hoo is a dying brand that was being neglected a far as a current campaign, and even their social media sites weren't being updated. Through quantitative and qualitative research, we were able to create a new campaign changing our target audience and using nostalgia as the overarching theme.
2. Contents
● Key Insights From Research
● Personas
● New Strategies & Positioning
● IA (Site Map)
● Creative Ways In
● Mood Boards
● Wireframes
● Social Networking Strategies
● Tactical Recommendations
3. Current Activity
To remind users of Yoo-Hoo's longstanding
presence in American pop culture.
To target middle-school and young teens with
a funny viral campaign.
6. Insights
1. social media is the new thing
1. consumers are willing to communicate and
participate with brands if they are in their comfort
zones (social sights)
1. our younger audience knows nothing about yoo-
hoo except that their older siblings drink it, which
lead to their first experiences
1. our older target knows it’s nostalgic but only
drinks it on occasion.. yoo-hoo is a forgotten
brand
1. users like being involved with things that relate to
them
7. Recommendations
Position Yoo-Hoo as an attractive, trendy,
and versatile lifestyle brand that can offer
users unique experiences and a rich
community anchored by rich content.
● Branded events that bring targeted
audience together
● Strong social media presence
highlighted by relevant content
● Distinctive and completely redesigned
brand voice
8. Munchie Master Mark
Trendsetting millennial who uses social media to
connect with brands that enhance his lifestyle.
He wants to be in the know on the new drink
recipes, events, food crazes, and music artists.
He’s familiar with Yoo-Hoo because he’s grown up
with it, but doesn’t have a reason to interact with
the brand now.
Users like this can elevate Yoo-Hoo’s brand
perception and image.
9. Outcast Sammie
Teenage with a sense of rebellion and individualism.
Uses social media to create communities based on
shared interests.
Takes pride in the fact that her interests are not
“mainstream”.
Wants a brand that can bring her closer to her interests
Tapping into a teenage demographic in a unique way can
help Yoo-Hoo to increase market share in the category.
10. The Drink of Rebels
For the outcasts, the rebels, and the black sheep.
We’re building a community for the ones who
don’t fit in. If you march to the beat of a different
drum, Yoo-Hoo wants to march with you. We
want to keep alive the spirit of the individual.
Yoo-Hoo knows what it’s like to not be
mainstream, and we want to capitalize on that
spirit of the brand.
11. A New Twist
… on a cult classic
Your favorite childhood snack is back with
some new moves.The Yoo-Hoo you grew up
with, has grown up a little bit too. It’s not just
an afternoon snack, now it’s a conversation
starter, and a key ingredient in innovation.
Yoo-Hoo has known fun since 1926, that’s why
our events are going to be popular.
22. We feel that these strategies and plans
are exactly the touch of fresh air that
Yoo Hoo needs to position themselves
as lifestyle brand. We’ve compiled
research and personal experiences to
appeal to the rebel teens and
trendsetting millennial. Our interactive
platform fulfills the desires of both
audiences with innovative experiences
that will bring YooHoo back to life.
Editor's Notes
YooHoo, the brand we all know and once loved is making a comeback. No more outdated childhood memories. The new way to yooHoo is one that lets you be who you are.Through the new community of events & social platforms we have reconnected our audience to their beloved YooHoo.
Start digital initiatives
Partner with different events to reach target audience
Start digital campaign across many channels to increase their reach
Create an immersive mobile site.
Make social media accounts and gain followers
