Yoplait…it is so Greek.
What? A french yogurt company, owned by US cereal giant General Mills, is now Greek. What’s going on here? Actually it’s just a competitive response to the surprise success of Greek-style yogurt maker Chiobani who came out of nowhere to become market share leader in 2011. Watch their new TV spot below to see how Yoplait is fighting back.
Moral of the story – nationality, and national stereotyping, can have a radical impact on product expectations and purchase interest.
Ulterior Concepts 