Jotis - Make time for yourself.
JOTIS Pudding has long been associated with children's desserts in the minds of consumers. Our challenge was to renew this relationship, not through nostalgia but by emphasizing its timelessness, and to move beyond its traditional role as baby food. Additionally, the brand needed to become more relevant by highlighting its unique characteristics (taste, aroma, warmth) through a fresh narrative.
We strategically repositioned JOTIS Pudding as comfort food that allows you to make time for yourself in a busy day, as it can be prepared in just 5 minutes. We wanted this new trend to become a treat for yourself – a means to connect with your inner self!
We created three YouTube Pre-Roll videos, each targeting a specific audience, featuring protagonists urging viewers to pause what they were doing and take time for themselves. The campaign was supported by a microsite, social media content, and digital PR. Influencers shared Instagram posts encouraging their followers to log off social media, take time for themselves, and enjoy a JOTIS Pudding.
The outcome? Over 880,000 YouTube views (with more than 48% of viewers watching the entire video without skipping). On Facebook and Instagram, we reached 2,675,000 users and achieved 300,000 ThruPlay views.
Team
Agency: Solid Havas // Production Agency: Feel Me Films // Creative Director: Olga Naltsou // Art Directors: Maria Kafritsaki & Maria Kozari Mela // Motion Designer: Ekati Sagia // Senior Copywriter: Me