Re-creating Yoplait Lite Ad?

Family Having Breakfast

Our group would like to re-create this advertisement due to its unintended insensitivity to the victims of eating disorder in American society. In America, approximately 8 million Americans suffer from eating disorders and it is increasing daily with the publicity on television & fashion models on 'HOW WOMEN OR MEN SHOULD LOOK LIKE - PERFECT'.

Here are the information considered to recreate the ad:

Target Audience:
American Society. Core buyers of Yoplait are women (aged 18-49).

Message:
Eating Yoplait Lite is healthier. "Never again will taste buds be put on a diet! With such a wide variety of flavors, Yoplait® Light has made managing your weight absolutely delicious. With 20 flavors at 90 calories, Yoplait Light makes healthier eating SO good!"

While the message to be conveyed to the consumers is that eating Yoplait Lite is a healthy choice, this Yoplait ad need not restrict its ad to the scenario where a woman has to choose between a slice of cheesecake or a Yoplait Lite. It can be considered cliche for a yoghurt advertisement to depict such a scene. In fact, our group would like to expand the the target audience of this Yoplait Lite advertisement. Since it is a health based Yoghurt, there are many Americans out there who are conscious about their own health and the population of them are not only women but men too. Also, the target audiences of women need not be staple only to working women, but also young teenagers for health reasons and even healthy families having breakfast! As a matter of fact, there are many ways to portray the goodness of Yoplait Lite that need not touch on the sensitivity of eating disorders according to our following research on 'American Health & Culture Lifestyle'. Most likely, if this Yoplait Lite ad had not been pulled down, it would have resulted in an opposite effect intended by the advertiser & company (refer to Consumer Reception Towards Bad Ads Over Long Run post).

References:

- Yoplait, 2013. Yoplait light yoghurt. [online] Available at: <http://www.yoplait.com/products/yoplait-light> [Accessed 16 November 2013].

- Dreamstime, 2009.  Family Breakfast. [electronic print] Available at: <http://www.dreamstime.com/royalty-free-stock-photos-family-breakfast-image11016838> [Accessed 16 November 2013]. 

BY VANESSA VERA.
*This post is strictly unofficial. For educational purposes only and is based on student opinion and research. Not for any other uses.