FrieslandCampina wanted to create a completely new global indulgence proposition for the yoghurt isle. Having developed a fantastic product, it was essential to find a way to disrupt a highly competitive category, that's where we came in.

eMPI helped us identify our true opportunity, the ‘Social Narcissist’: constantly sharing their real life experiences online and seeking digital validation from their communities. With this in mind, we started from scratch and developed a brand tailored to their digital lifestyle. 

Introducing Oops!: a new kind of indulgent yoghurt. Every spoonful, a new experience in taste and texture. An eye-catching, mouth watering pot of yoghurt made for sharing in your social feeds.

With the tremendous support from the FrieslandCampina European market teams Oops! launched in the Netherlands in 2018 and will be introduced into many other European markets in 2019.