Siggi Hilmarsson started the Siggi's brand in 2004 because he found yogurts in the U.S. to be too sweet. It's this simple insight that inspired Siggi's yogurt. And obsessively focusing on that one insight is what makes a fresh new ad campaign from Siggi's so great.
Say one thing and say it well.
What's truly delicious about this work is its focus. The spots don't communicate 30 things in a 30-second spot. They spend 30 seconds communicating just one thing.
And that is "Not too sweet is sweet enough."
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