Yoplait Go-Gurt Extracts Mobile Video Appeal With Bob Vila Series

General Mills’ Yoplait Go-Gurt brand crafts a wider audience with a new campaign featuring Bob Vila and several YouTube celebrities concocting creative ways to get the last drop of yogurt out of the product’s signature tube. 

The Go-Gurt Garage campaign includes a mobile-optimized Web site where viewers can follow well-known do-it-yourself expert Bob Vila as he searches for the perfect “Last Drop Extractor” in a series of video. Viewers are also encouraged to build their own extractors and share them on the site. 

“People are spending more time online and less watching traditional TV, where a majority of our advertising used to live,” said Tsubasa Tanaka, senior marketing manager for Yoplait. “We built Go-Gurt Garage to entertain and engage our audience where they are.”

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