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DentsuBos and Morinaga slice into the California yogurt market

20 Mar 2017

Morinaga Milk Industry Co. Ltd. will be introducing the first ever Japanese-style aloe vera yogurt into the American market and has partnered with DentsuBos Montreal to do the creative.

The new brand, called Alove, features juicy cubes of aloe vera floating in a light yogurt. The yogurt, under a different name, has been the number one in the fruited yogurt in Japan for nearly 20 years. DentsuBos was responsible for the new name, packaging, brand website and advertising campaign for the American launch of Alove.

“It was important to create an impact in a yogurt category saturated with new products in a sea of advertising sameness,” says Julien Thiry, Associate Creative Director at DentsuBos. “Alove is a unique product and we wanted to create a one-of-a-kind story around it, a way to make it stand out from the crowd and transform it from an unknown to a household brand,” adds Michael Aronson, Associate Creative Director.

A 60-second commercial was created for the launch, along with a brand website: As the campaign evolves, it will be enhanced with digital, print, out of home, social media and tactical campaigns as well as a full public relations push.



Client: Morinaga Milk Industry Co. Ltd. (Imanishi, Cally Casey)
Agency: DentsuBos Montreal
Executive Creative Director: Sébastien Rivest
Associate VP Client Servicing: Dimitra Georgakis
Associate Creative Directors: Julien Thiry, Michael Aronson
Digital Project Manager: Noemie Trepanier
Web Designer: Marylène Comeau
Web Producer: Jean-Michel Leroux
Agency Producer: Vanessa Gervais
Production Company: Les Enfants
Director: Ivan Grbovic
Director Of Photography: Sara Mishara
Executive Producer: Celine Ceillier
Production Manager: Vlad Doclin
Los Angeles Servicing Company: 395 North Productions
Los Angeles Producer: Michele Owen Vanger
Post-Production: Mel’s
Offline Editor: Hubert Hayaud
Flame Artist: Frederic Milot
Music and Sound Design: La Majeure
Sound Engineer: Mathieu Morin
Music Composition: Maxime Navert
Music Producer: Mataï

Press coverage:

Strategy, DentsuBos Montreal tapped for aloe yogurt launch

Grenier aux Nouvelles, DentsuBos et Morinaga se taillent une place en Californie (article available in French)