Borden Diary and Dieste launch the first Lala Yogurt national campaign in the U.S.

Yogurt Lala, owned by Borden Dairy, launched the first national campaign to promote its smoothies throughout the U.S. The brand, well-known in Latin America, is boosting its efforts in the North American market with activations and music. The campaign came out on February 15th and coined the term Yogurting as a slogan. The Hispanic agency Dieste was responsible for this initiative. They offer the traditional and Greek yogurt, they now have new very healthy formats full of proteins that people can consume during busy days. Desiree Johnson, Director of Marketing for Lala USA in Borden Dairy, explained that they are not emphasizing the nutritional values of the yogurt. “Everybody kind of knows that yogurt is great for you. What I believe the Yogurting campaign does is make it relevant to a younger audience.”The term Yogurting, created by Dieste, is about grabbing a yogurt on the go. Like they said on an earlier campaign, also from Dieste: “No spoon required”. The creative pieces show people with the drinks as they do everything, from commuting to surfing.