: : : lactel duetto campaign /// 2013 : : :

with youghurt flavor

The brief
Lactel was launching something entirely new:
Duetto – a yogurt like no other, packed with extra-large fruit chunks.
But it wasn’t just about size – it was about balance.
This wasn’t “yogurt with fruit” – it was “fruit with yogurt.”

Our challenge:
How do you bring this unexpected flavor twist to life – visually, verbally, and emotionally?

The idea
“With yoghurt flavor”
A small line with a big twist.

Typically, yogurt takes center stage.
But here, it’s just the finishing touch – a soft, creamy hint over a fruit-first experience.

With “With yoghurt flavor”, we flipped expectations.
A bold, clever claim that intrigues, disrupts, and instantly differentiates.

The Execution
As creative lead, I developed the campaign idea, visual identity, claim, and 360° rollout strategy:

- Visual Language

The spotlight was fully on the fruit – big, juicy, and irresistible.
Yogurt appeared as a delicate swirl – soft, smooth, and complementary.
A complete role reversal in food storytelling.

- Color Palette

We went bold and vibrant:
Deep berry reds, glowing mango orange, fresh greens – to radiate flavor, freshness, and natural intensity.

- Look & Feel

Sleek. Modern. Delicious.
High-gloss imagery with rich contrasts, clean compositions, and minimalistic typography.
The product took center stage.
The claim – positioned like a mic-drop moment beside it.

- 360° Campaign

The launch came to life across every major consumer touchpoint:

– TV commercial highlighting texture, freshness, and indulgence
– OOH & citylight posters bursting with fruit energy
– In-store activations with tastings and product sampling
– Social media assets tailored for snackable, story-based formats
– Shelf branding with instant visual recognition

The result
A resounding success:

– +13% market share shortly after launch
– High recall of the unique product claim
– Strong retail feedback and excellent POS engagement

The phrase “With yoghurt flavor” became a conversation starter – surprising, intriguing, and instantly memorable.

And most importantly:
The product delivered what the design promised.
✨ More fruit.
✨ More wow.
✨ A whole new take on yogurt.

Client: Lactel Duetto
Agency: Strategies BBDO - Cairo
Creative Director: Nayef Zacca
Copywriter: Ahmed Ghandour
Concept & Art Direction: Ahmed Ghandour