Yolé has called for creative marketing pitches from selected agencies in Singapore, as the froyo brand aims to rebrand itself into “Yolé NO SUGAR ADDED”. The rebranding campaign aims to increase awareness of the benefits of Yolé’s “no sugar added” formula as well as create hype for the official launch, while attracting Singaporeans to try the new product at stores.
In an RFP document seen by Marketing, the agencies will be evaluated based on creativity and relevance of campaign idea, ability to provide full-service, in-house capabilities for marketing, creative services, production, media planning and placement, as well as competitive cost of services.
Females under the age of 45 make up 73% of Yolé’s consumer base, while youths or young professionals are the majority of customers. Through its rebrand and launch campaign, Yolé aims to further its reach by targeting both males and females aged 35 to 55 who have yet to try the froyo.
According to Yolé in the RFP, the move towards “no sugar added” formula aims to address the growing awareness to eat clean and concerns about chronic diseases such as diabetes. The froyo brand ultimately looks to position itself as a favoured choice for a healthier snack/after-meal dessert.
Yolé was first launched in December 2017 when frozen yogurt chain llaollao announced it will cease operations in Singapore due to menu exhaustion. Shortly after, llaollao said that it is returning to Singapore and “deeply regret[s] the discomfort” generated for customers following the closure of its 29 outlets.