Can This Promiscuous Stonyfield Campaign Make You #CheatOnGreek?

#CheatOnGreek, Stonyfield’s introduction to promiscuous yogurt-eating women to Petite Crème, (an alternative to Greek yogurt) launches this week. Created by NAIL Communications, the campaign doesn’t encourage women to break up with Greek yogurt, it suggests that they have something tasty on the side. 

Women in the “Confessions” video voice double entendres,  “Everyone else seems to like it, but I don’t like it.  Maybe there’s something wrong with me?”  “My husband’s kind of into it, but I’m like, eww.”  In the "Temptation" videos  consumers choosing to experiment with the idea of Petite Crème can choose their own adventure by clicking Yes to try for a coupon from a corporate spokesman or No (still not convinced they want to try) – where they are tempted by videos of hunky men cajoling them to Cheat On Greek. 

Petite Crème is modeled after fromage blanc and has the protein of Greek yogurt with a mild, creamy taste and texture. NAIL pushed a provocative message that could get noticed in the yogurt wars, especially among other yogurt brands with bigger marketing budgets. 

 “According to NAIL’s Creative Director, Alec Beckett:  The key insight came while a woman in our office said, “I wish I liked Greek yogurt. Everyone else seems to.” That casual overheard conversation immediately got the creatives and their dirty minds thinking. It led to the fun, titillating handle, "Cheat on Greek" which manages to position Petite Crème as an alternative to Greek yogurt with some sassy innuendo.  And once you give our creative team permission to head down the innuendo path, we knew there would be no shortage of good ideas.”

Cheat on Greek allows for fun in every medium including PR (with a hotel tryst for editors), experiential and social media aspects such as Pinterest and Instagram contests, which I can share more about if you are interested.