{"id":28198,"date":"2025-03-11T06:59:45","date_gmt":"2025-03-11T06:59:45","guid":{"rendered":"http:\/\/ispot-local-2.local\/?p=553"},"modified":"2025-06-02T08:19:18","modified_gmt":"2025-06-02T15:19:18","slug":"small-package-surprising-strength-oikos-ad-launched-on-super-bowl-weekend-scores-big-with-viewers","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/small-package-surprising-strength-oikos-ad-launched-on-super-bowl-weekend-scores-big-with-viewers\/","title":{"rendered":"Small Package, Surprising Strength: Oikos&#8217; Ad Launched on Super Bowl Weekend Scores Big with Viewers"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For its sixth consecutive Super Bowl-adjacent appearance, Oikos flexed its creative muscles with a humorous spot that challenges stereotypes about strength to playfully focus on their own product\u2019s protein power.&nbsp;<\/p>\n\n\n\n<p>Featuring actor Juno Temple and NFL player Myles Garrett, Oikos worked with creative agency FCB to craft \u201cSurprising Strength,\u201d where Temple comes to Garrett&#8217;s rescue, emphasizing the surprising strength that Oikos\u2019 range of protein-powered yogurts can provide.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the new ad.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083724\/iSpot-Oikos-Creative-Spotlight-Template-v2.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Surprising Strength&#8221; stood out for its Attention-grabbing abilities, assisted by the characters&nbsp; (which 21% of all viewers rated as the Single Best Thing about the spot, a rate more than twice that of the average dairy ad):<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The :30 also outpaced category norms in Likeability, Watchability, Information, and Change, with viewer responses highlighting the Funny approach as well as the Healthy product.<br \/><br \/><\/li>\n\n\n\n<li>Younger viewers 21-35 as well as males overall were Oikos\u2019 best audience; however, the spot earned at- to above-norm resonance across age\/gender indicating its suitability for broad audience media (such as the Super Bowl).<br \/><br \/><\/li>\n\n\n\n<li>Over seven in ten easily recalled Oikos on an unaided basis after first viewing (+7 pts above average), with one in two reporting increased likelihood of purchase (meeting dairy norms).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083727\/iSpot-Oikos-v1_01.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Second-by-second trace results reflect the quick engagement\/breakthrough ability of &#8220;Surprising Strength,&#8221; with the physical humor most engaging to viewers 50+:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Viewer comments on the new creative suggest that while some weren&#8217;t sure of the exaggerated humor, most still comprehended the main message that Oikos yogurt has healthy protein to make one stronger.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083731\/iSpot-Oikos-v1_02.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments on &#8220;Surprising Strength&#8221; :30<\/strong><\/p>\n\n\n\n<p>\u201cI thought this ad was fantastic. I loved seeing the female character taking the lead and helping the male character achieve his goal. I also love the connection between Oikos yogurt and strength.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cI thought it was funny. There were some pretty cool shots and I liked the special effects. The product could have been better represented but I do remember it.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cI like how attention grabbing it was. And surprising too. But it was clear what the product was and it made me interested in buying it.\u201d<br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p>\u201cIt kept me watching for sure. It was a little funny\u2014her carrying him. They showed the name and product in the end. I got it!\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p>\u201cThe ad was funny\u2014how the girl carried the man through the airport, highlighting how their yogurt is packed with protein.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cAlthough the scene was a caricature, I get that the point was to show the long-term benefits of the yogurt product.\u201d<br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p>\u201cI think this idea is pretty lame. I&#8217;m not sure what your thoughts were on this idea. You&#8217;re in the airport and have to carry a big guy to his gate and thank god your yogurt had protein?\u201d<br \/><em>Female 21-35<\/em>\u201c<\/p>\n\n\n\n<p>&#8220;Funny commercial and I also love that it&#8217;s all about the yogurt in the end and about body health and protein.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The following chart displays other well-received yogurt ads of the past year, with the Danone Too Good :15 touting protein as well as a lack of sugar, artificial sweeteners and\/or lactose and Yoplait Protein promising 15 grams of the nutrient:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The focus on the story over the product in &#8220;Surprising Strength&#8221; was reflected in lower Healthy and Prodtastic response in viewer comments vs other protein-rich yogurt ads.<br \/><br \/><\/li>\n\n\n\n<li>9% of respondents specifically mentioned protein in their verbatims on &#8220;Surprising Strength&#8221; vs 19% for Yoplait&#8217;s &#8220;Impossible: Two Things at Once&#8221; (which also featured celebrity America Ferrera). The Too Good spot saw viewers focus more on the zero sugar messaging.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083734\/iSpot-Oikos-v1_03.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083737\/iSpot-Oikos-v1_04.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083739\/iSpot-Oikos-v1_05.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The yogurt ads with that stronger product focus did not necessarily drive higher consumer intent; however, the three pronged &#8220;Too Good&#8221; messaging was highly persuasive (61% Top 2 Box intent):<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083742\/iSpot-Oikos-v1_06.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083745\/iSpot-Oikos-v1_07.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>These other yogurt ads also seemed to generally appeal more broadly and more strongly with female viewers:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/10083747\/iSpot-Oikos-v1_08.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Viewer comments on Danone\u2019s Too Good &#8220;Plenty of Room&#8221; :15 reflect the high interest in the product, with some mentioning the importance of taste:<br \/><br \/><\/li>\n<\/ul>\n\n\n\n<p>\u201cI am biased about this product, I love it, it is the only yogurt I eat! I eat it because it doesn&#8217;t have a lot in it, and still tastes good! I think that should be emphasized more, less in it, but still tastes good!\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p>\u201cI thought it was very good. It caught my attention and I definitely want to try it out.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI like that the yogurt is high in protein and doesn&#8217;t contain any artificial ingredients. It sounds like something I would buy based off my diet.\u201d<br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p>\u201cOK ad, I have never heard of the brand. I will have to try it because of their claims.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cIt made me curious to learn more about the product. I think it was yogurt, but I&#8217;m not sure. I want to know what the sweetener is &#8211; monk fruit?\u201d<br \/><em>Female 36-49<\/em>\u201cI have never tried this brand of yogurt before, but this advertisement made me curious about it.\u201d<br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p>Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo <\/a>to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: FCB<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For its sixth consecutive Super Bowl-adjacent appearance, Oikos flexed its creative muscles with a humorous spot that challenges stereotypes about strength to playfully focus on their own product\u2019s protein power.&nbsp; Featuring actor Juno Temple and NFL player Myles Garrett, Oikos worked with creative agency FCB to craft \u201cSurprising Strength,\u201d where Temple comes to Garrett&#8217;s rescue,&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":28200,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500,497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28198"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=28198"}],"version-history":[{"count":4,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28198\/revisions"}],"predecessor-version":[{"id":28204,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28198\/revisions\/28204"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/28200"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=28198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=28198"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=28198"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=28198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}