Lowdown: See Misty Copeland's Newest Ad
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The Lowdown is Ad Age’s weekly look at news nuggets from across the world of marketing, including trends, campaign tidbits, executive comings and goings and more.
Dannon has a new “pointe” person for its Oikos yogurt brand. Ballet dancer Misty Copeland is the newest person promoting the Oikos line in marketing that uses a new tagline, “Be Unstoppably You.” A commercial shows Ms. Copeland going through her day, fueled by a reformulated version of Oikos’ Fruit on the Bottom yogurt that has less sugar and a clear-bottomed cup. “She’s just an absolutely great person to represent the brand through this transformation,” Oikos Marketing Director Amit Mackar said by phone after showing the new spot to Dannon’s sales team this week. Along with the yogurt, a book by Ms. Copeland gets a close up in the spot, which comes from Y&R New York. On first glance, the Lowdown couldn’t tell whether she is wearing any of her Under Armour apparel in the ad.
Oikos, Dannon’s second-biggest line, dumped John Stamos for Cam Newton last year. Mr. Newton will be back in new advertising heading into football season, once again promoting Oikos Triple Zero. Other plans at Dannon, the largest U.S. yogurt maker, include a new drinkable version of Triple Zero. Those ads will focus on the drinkable yogurt itself, not using either celebrity.
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