Müller relaunches Bliss with a playful, luxurious campaign, mixing real customer reviews and indulgent visuals to highlight its irresistible flavor.
Reintroducing Everyday Luxury with a Smile
Today, Müller has officially relaunched its beloved Bliss yogurt in its first campaign since 2015. Titled ‘It must be Bliss’, the new integrated effort created by their global agency of record VCCP brings a humorous take on the luxury category. Combining stunning slow-motion visuals with over-the-top customer reviews, the campaign marks Bliss’s return as the ultimate ‘everyday luxury’.
Mocking the Luxury Tropes with Yogurt
This isn't Müller’s first venture into playful branding. From the 90s-style Müller Corner revival to the FRijj ‘Feel the URjj’ billboard campaign, Müller has found success in poking fun at traditional formats. Now, Bliss takes center stage, parodying the high-drama ads typical of luxury beauty or fashion products—except this time, the hero is a velvety yogurt drizzled with salted caramel.
A Film That Tastes as Good as It Looks
The film opens with slow, sensual visuals: biscuity crumbles cascading in soft motion, luscious salted caramel gliding over creamy yogurt. Then, the twist—a sudden, comically honest voiceover reads a real user review: "Oooh - can’t get enough of this… So delicious! I want to dunk my head in it… five stars." The disarming humor captures attention while spotlighting Bliss’s indulgent quality.
Final Scoop
By blending sensual visuals with laugh-out-loud reviews, Müller’s campaign is more than a product relaunch—it’s a branding masterclass. It must be Bliss, indeed.
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