YUP! AND THE ONION TAKE NOTHING NATIONWIDE
The beverage brand is shaking up the chocolate milk market by bringing an unconventional twist to a familiar category, using social marketing to appeal to young adults and teens rather than the usual mom and kid target.
Launched regionally in 2015 with creative services division of Onion, Inc., Onion Labs, YUP!’s ‘Nothing Hour’ campaign encourages young adults to take an hour of their busy, socially-driven lives to just waste some time and do what they really want to do, not what they have to do.
“One of YUP!’s core beliefs is the importance of taking time to emotionally recharge and just be yourself,” says Clay Gruenstein, Director of Marketing for YUP!. “Onion Labs has helped us spread that message through fun, lighthearted and engaging content. They take “Nothing” as seriously as we do.”
The national marketing campaign begins July 15 (one-month prior to YUP!’s national product launch) and runs through September. The campaign features 10 original social videos, and dozens of image-based content pieces promoted across social channels including Facebook, Twitter, Snapchat and Instagram.
Since the partnership began, YUP! and Onion Labs have released several successful sharable videos, including ‘Romeo & Juliet’ with the classic tale retold through emojis, and ‘YUP! Bottle Flip’, a branded parody of a viral video depicting a teen flipping over a water bottle during a talent show. Each video generated over 1 million views on Facebook.
“There aren’t a lot of clients in the world with the guts to be silly, risky and let us try new things without overthinking it.” said Rick Hamann Onion, Inc. Chief Creative Officer. “YUP! gets it.”
YUP!, part of fairlife, L.L.C., launched in select markets in the Southeast and Northeast in 2015 and is expanding nationally beginning in August 2016.
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About Onion Inc.
Onion, Inc. is a Chicago-based digital media company composed of America’s Finest News Source, The Onion; pop-culture sister publication, The A.V. Club; internet culture satire website, ClickHole; creative services agency, Onion Labs; long form content studio, Onion Studios; and full-service production company, Onion Productions.
Founded in 1988, The Onion has become America’s most recognizable and prominent source of comedy, with daily coverage of politics, technology, sports, business, entertainment and more. The Onion, The A.V. Club and ClickHole have an audience of over 30 million monthly unique visitors and account for more than 5.5 million Facebook fans, 8.5 million Twitter followers, and 800,000 YouTube subscribers.
About fairlife, LLC.
fairlife, LLC is a health-and-wellness company that produces and markets premium-quality, value-added nutrition products that start with the best milk from independent American family farmers committed to sustainable and traceable agriculture. fairlife, LLC's patented cold filtration process filters natural milk to increase protein and minerals and decrease lactose and sugar. In 2012, Select Milk Producers entered into a partnership with The Coca-Cola Company to form fairlife, LLC. The Coca Cola Company is the distribution partner for the products that fairlife, LLC, creates, market and sells. The company owns and operates its own state-of-the-art plant in Michigan. fairlife, LLC, also produces Core Power, a great-tasting high protein drink created for fitness enthusiasts and on-the-go protein seekers.