In life, there are times to be sweet—mushy even—but it can sometimes go too far and off the rails quickly. In a new campaign for Siggi’s, the fast-growing, low-sugar yogurt brand, it’s clear that not too sweet is sweet enough.
The quirky and often cringe-worthy spots were the work of New York-based creative agency Office of Baby. The 15-second spots show us moments where sweetness turns sour, like a romantic date that comes complete with violinist and too much intensity. Another shows a significant other revealing a tattoo that appears to over-accelerate a relationship.
These analogies tie into the “Not too sweet is sweet enough” tagline, which highlights the healthy benefit of the yogurt with “not a lot of sugar.” The tone indeed mirrors the brand’s ethos. Siggi Hilmarsson is Icelandic, and the nation does have its delightful quirks (see: Björk, Sigur Rós), but generally in an understated way.
“Siggi’s is a humble, more quiet company focused on making yogurt with simple ingredients and not a lot of sugar, which is something to really love about them,” Office of Baby co-founder and chief creative officer Paul Caiozzo explains. “While they’ve advertised in the past, we wanted to elevate the brand’s voice, figure out how to keep that spirit and soul intact while still creating something that would stand out.”
Agency: Office of Baby
CCO: Paul Caiozzo
ECD: Nathan Frank
Senior Art Director: Mary Dauterman
Art Director: Kelsey Shang
Copywriter: Prit Patel
Executive Producer: Mai Hyunh
Producer: Connor Hall
Production: O Positive
Director: Kenny Herzog
Executive Producer: Ralph Laucella/Ken Licata
Producer: Jason Reda
Editor: Tiffany Burchard
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