Solution:  We dissected the strategy and distilled it down to a very simple consumer insight that was unique and ownable  to FOB yogurts. Much like eating an Oreo, everyone enjoys eating their yogurt in their own way…some scope, some stir, some save the fruit on the bottom for last.
We brought the insight home by showing  people relishing (and getting caught) in their own individual moments.

Result: The spots won a Millward Brown Award for Product Awareness.
The mnemonic of the smile  being scooped into the yogurt became the global tag on all creative and inspired the redesign of the logo across all brands worldwide.