Grab Zero by the Spoon.
Zero sugar. Zero compromises. If that doesn’t focus your spoon and attention on Light + Fit’s NEW Zero Sugar yogurt, I don’t know what will. I’ve tasted it for myself, and these cups—in four très délicieux flavors, mind you—serve up all the irresistible taste and creamy texture we crave in a morning or midday snack with none of the sugar we don’t. It’s basically the bullseye of snacking, and I’m so honored to have played a role in the launch.
Image credits: Light + Fit
Zero is BIG.
As part of Light + Fit’s recent brand refresh, they launched these new SKUs with a sleek, modernized look and a feisty new tone of voice. No longer the yogurt of dieters, Light + Fit now stands for fierce flavor, empowered femininity and attitude for daaaaays (just check out the new commercials). Rawr.
I got to help shape Zero Sugar’s place in this exciting new brand world by concepting and writing the packaging copy, promotional headlines and website content.
Zero sugar. Full flavor.
In writing the copy, we leaned hard into taste because…well…does anything else really matter when it comes to yogurt? All the while, we positioned “zero” as something HUGE vs. a bunch of empty nothingness. Here are a few of the headlines I’m particularly fond of:
- THERE’S PLENTY OF ZERO WHERE THAT CAME FROM.
- TAKE WHAT’S YOURS. ZERO JUDGEMENT.
- ZERO SUGAR. INFINITE CRAVINGS.
- ZERO-DRAMA DELICIOUSNESS
- CRAVE THAT SWEET, SWEET ZERO.
- ZERO APOLOGIES GIVEN.
- LOVE IT LIKE THERE’S ZERO TOMORROW.
Thank you and congratulations to the entire Light + Fit team at Danone, as well as Beardwood & Co. and the other outstanding partners whose talents brought this tasty launch to life. And special winks 😉 to Amanda, Lauren, Miguel and Surbhi for including me on the team. There are exactly zero things I hate about you.