Total wanted a new campaign that was more aligned to their current American positioning, and we gave them Senses. This campaign highlighted the senses that you use to experience every part of the yoghurt when you taste it.
This included a secondary meaning for the FAGE initials, For A Genuine Experience. We really believe that FAGE need to position themselves as a brand, rather than relying on Total Greek Yoghurt, for when they bring other products into the British marketplace.