Emotion and function, in perfect harmony
I do like the new Muller campaign about "Licking the lid of life". It cleverly combines a functional product message about yummy yoghurt with an emotional idea about living life to the full. It builds on the idea from the previous campaign, "Live a Muller Life", whilst being more rooted in the product. And its based on a true insight that the sign of a truly delicious yoghurt is one where you do want to lick the lid.
It makes the case for Muller dairy products being part of a healthier diet, but in a soft-sell style, rather than scientifically lecturing you in a Danone-like way.
An nice executional trick that reinforces the idea of vitality is the use of 100 real people aged 1 to 100.