Powerful Yogurt marketing campaign brings muscle to the masses

Published November 1, 2013 at 7:36 am

The preferences of consumers are dictated by a multitude of factors, ranging from geographic location to personality and, yes, gender.

That’s the only way to explain why “Powerful Yogurt” exists. While the name of the company doesn’t exactly stand out, its larger serving size and package design does. With its bull-inspired logo and distinctive black container complete with ripped, six-pack abs etched into the sides, it’s not a stretch to imagine how the backroom conversations between the company’s marketing gurus went.

CEO Carlos Ramirez gave a peek behind the curtain in an interview with Package Design Magazine earlier this month.

“Our goal was simple: Design a package that would appeal to guys,” he said. “We knew the packaging would be disruptive because nobody in the industry has ever had a black cup or integrated contoured abs, and we were OK with that.”

As Powerful Yogurt blazes its own trail and appeals primarily to male consumers, much of the news around gender marketing these days has been about Toys ‘R’ Us’ decision to end the practice in its UK stores. The days of toys categorized as being for “boys” and “girls” are over.

That campaign has been led by an organization called “Let Toys Be Toys,” which has said that gender marketing “[limits] children’s imaginations and interests.”

Despite this criticism, marketers in general see the value of tailoring campaigns to specific segments of their target audience. Powerful Yogurt should be able to carve out a niche in the yogurt industry and retain a loyal customer base.