BETC has launched their second campaign for client Danone after securing the partnership in 2023. Under the empowering concept of “Feed Your Progress”, the agency created a global platform for Danone’s high-protein dairy brand, YoPro, designed to inspire and fuel personal growth.
In a market traditionally dominated by male-centric and performance-driven narratives, YoPro challenges the status quo. Championing personal progress over rigid workout routines, the new brand positioning celebrates the small wins that can often go a long way when working towards a new habit or a grander goal. Whether it’s a minor milestone or a major breakthrough – YoPro invites us to recognize those moments of progress, empowering everyone to become their own greatest motivator.
The campaign features a group of athletes, each rediscovering the joy in their individual journeys. Tapping director Alejandra Ruiz-Zorrilla for film and photographer Sophie Jones for print, the campaign brings YoPro’s vibrant colors to life while introducing a fresh sense of sensitivity and dynamic energy – infusing the high-protein category with a much more contemporary and relatable spirit.
Antoine Beatson, Vice-President & Executive Creative Director of BETC, comments: “Progress feeds progress is the idea behind the new YoPro platform. The idea is to attract a broader audience with an insight that speaks to all. While reinforcing its premiumness this new colorful esthetic approach sets the stage for the brand’s future.”
With “Feed Your Progress”, BETC and YoPro redefine our approach to progress, encouraging everyone to own and celebrate their personal growth. One step at a time.
The campaign will be broadcasted on TV all over Europe (15+ countries in total) and Brazil, as well as be featured on Out Of Home/Digital Out Of Home, Digital and in-store.
