Ask

General Mills reached out to Martin Williams for help to launch a new probiotic yogurt.

Challenge

Our customers had tried so many different changes to their lifestyle in effort to reach their health goals. Juice cleanses, banana only diets, and intense workout regiments were all on the list, but when it came to probiotics, they were interested but hadn't adopted them into their lives because they seemed to medical and aspirational.

Strategy

Make probiotics achievable by promising that the probiotics in GoodBelly will support the kind of healthy that boost what you already are.

Creative Solution

We personified the main benefit of GoodBelly, supporting who you already are, into a “belly bestie” character — to communicate the achievable health change that probiotic yogurt will create in your life.