Who knew that Israelis are such chocolate dessert fans? Our research trip to Tel Aviv and surrounding towns showed us just what stiff competition existed and the challenges facing introducing a new product to the category.
Working closely with Tnuva’s insights and marketing team, we arrived at a name and positioning built around sneaking a peak around the door to forbidden indulgence!
Yolo, or ‘you only live once’ was chosen as a suitable brand name, along with bold graphics supporting the proposition. The brand look has been extended across a number variant products all with strong shelf blocking to compete in store.
In the first 2 weeks of launch (prior to full above the line advertising breaking) almost all products sold out, resulting in a market share increase of 17.7%. Sales have been 200% higher than expected and has grown the chocolate dessert market as a whole by over 30%.
Yolo is now one of Israel’s biggest selling dessert brands.