YO without sugar

YO is an absolute favourite among Austrians when it comes to fruit syrup. However, there was one segment that YO had not yet conquered for itself: the 0% sugar syrup market. YO is therefore taking the next step and launching the new "YO Ohne Zucker" product line. We know: Sugar-free products are often associated with poorer flavour. However, "YO without sugar" contains just as much "fruity fruit" with a full flavour. That's why it's important not only to publicise the new product line, but also to encourage people to try and buy it at the right time.

With our campaign, we are bringing YO to people wherever they long for light indulgence without a guilty conscience and providing the right incentive at precisely those moments when a sugar-free, fruity experience is the right thing: After sport, on hot summer days and at home when consciously savouring. Samples for 266,000 fitness enthusiasts are available as a reward in Fitfabrics. Locker stickers accompany the campaign. We reach thirsty people on hot days with tram full branding. Ambient-controlled placements in sports apps based on GPS-based runner localisation as well as swimming pool and shop targeting reinforce our media strategy on mobile devices. Search, social media and display build on this to make an even bigger impression.

Our campaign sweetens the lives of all connoisseurs without a guilty conscience and demonstrably encourages them to try it. Our samples are so popular that we have to make a second delivery. And best of all: with the launch campaign for "YO Without Sugar", we have captured over 15% of the market share in the 0% sugar syrup segment!