Created by one of New Zealand’s largest independent yoghurt manufacturers, Bliss Yoghurt was entering a extremely competitive gourmet yoghurt market dominated by the industry big players. Without the marketing budget to compete on a national level, Bliss had to be inventive.
Sales and market share are imperative for survival in supermarkets. For the reason, The Happiness is Bliss campaign was developed around a classic ‘gift-on-purchase’ sale driven initiative. The simple mechanics of buying four pots of yoghurt to receive a free gift was enhanced with several layers of game dynamics, including a winning wheel (instant gratification), virtual prizes, social sharing, progress bars and the element of surprise.
The communication strategy was based around the concept of happiness and the smaller pleasures in life. With this it was realised that every pot of Bliss in the campaign should represent a small pleasure, that of spinng a winning wheel. Three out of the twelve spots on the wheel contained a real prize, a recyclable refillable pot for school lunches. The remaing spaces were filled with virtual prizes of happiness, like love, hugs and joy which can be sent to friends. Which embodies another core gaming concept of never losing – players must always feel like they’re advancing to work up to the next level.
An entire communication strategy was developed around the concept of happiness. A happiness blog and facebook page were developed and administered by Miss Bliss, a young positive lady who personifies the concept of happiness and shares it with her followers everyday.
The mission of the campaign was to drive sales and instill brand loyalty in a market that is often price driven. The gift-on-purchase campaign, enhanced with game dynamics and game thinking as well as an overarching communications strategy help to cement Bliss’s position in the market and on the supermarket shelf.