Lactel challenged us to launch Bliss Less Sugar in a category crowded with familiar yogurt drink cues. Our task was clear: create instant differentiation while retaining the indulgent joy Bliss is known for.

We landed on a bold, consumer-facing proposition: Less Sugar, More Juicy.

Simple, punchy, and benefit-led, it reframes “less sugar” from a compromise into an upgrade; amplifying refreshment, flavour, and enjoyment. This allowed Bliss Less Sugar to clearly stand apart from the original Bliss range while owning a fresher, lighter personality.

To amplify the message at scale, we developed an animated TVC as the hero launch asset. The animation allowed us to dramatise juiciness, movement, and refreshment in a highly engaging way, driving clear messaging, stronger recall, and higher trial intent.

The result is a launch platform that is confident, distinctive, and designed to cut through – turning “less sugar” into a reason to choose more Bliss.