PiNG! Connecting with Your Consumer - Flipbook - Page 96
PiNG!
CHAPTER 4
PiNG!
CHAPTER 4
Innovation through New Positioning—Yoplait Dizzy
Healthy Beverages
Masquerading as
Junk Food
Look across categories for inspiration.
Drinkable yogurt is a hot trend, especially for youngsters. Yet
soda is also quite popular with young people. Yoplait Dizzy
combines yogurt and soda to create a milk-based carbonated beverage. The aluminum, soda-shaped bottle enhances
the product’s aura of innovation and newness. Cross-fertilization of product forms from several categories combine
to PiNG consumers with innovative taste, experience and
positioning elements.
What unique experiences
can you borrow from other
categories to energize
your brand?
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