Sweet Sounds of Seize the Yay

In Spring of 2022, we launched a new brand POV and creative platform, “Seize the Yay,” that told the world happiness isn’t a lottery you win but a choice you make. A choice to find little reasons to celebrate every day—regardless of life’s curveballs.

The work came to life through a fully integrated campaign that enabled us to drive both awareness and product sales, all while showing up in the most culturally relevant and timely ways to resonate with a younger audience.

This can best be seen through the launch of two new beverage products, Tiger Milk Bubble Tea and OREO® ‘n Cold Brew Blast. We effectively leveraged “Seize the Yay” in audio placements to efficiently reach our younger consumers while they were on the go.

In the absence of visuals, the audio for these products needed to bring energy but also had a responsibility to maintain brand equity for the newly established brand platform. We did this through breakthrough storylines sparking imagination from our consumers, key voiceover inflections to draw attention, intriguing sound effects and music, and brand equity consistencies with our voiceover talent, tagline, and ending mnemonic.