Muller Fruit Corner: Helping Muller corner the yoghurt market

This paper traces a long running campaign for Fruit Corner. It explains how the brand was positioned differently from other yoghurts with an emphasis on luxury rather than health and fitness. Over a three year period two TV films were ran, the first fronted by Joanna Lumbley, the second by Naomi Campbell. According to Nielsen Homescan the brand, in a fiercely competitive market, had set and sustained a premium price achieving an extraordinary level of penetration and consumer loyalty. The paper concludes that the success of the product owes a considerable debt to its advertising which broke the sectors rules, developed a unique position and sustained its performance for three years