In 2016, Müller sponsored Team GB and Team Ireland for the Olympic games in Rio. We were briefed to develop a range of Limited Edition packs which brought to life the excitement of the games and the new limited edition flavours. A key component of the brief was to develop a sponsorship device which would be used across all packs and communications.
Each new design brought to life the Rio games in a way that was appropriate for each subbrand. For example, beach volleyball was the theme for Müller Light, a brand that celebrates the pleasure of ’having it all’ – great taste at less than 99 calories. Triathlon cyclists were used on Müller Rice to help reinforce the energy the product can provide. We also came up with the name ‘Going the Distance’ which further supports the product benefit.
The results? A year on year increase of 4.6 million pots of yogurt and rice.