Müller is launching its first Bliss campaign since 2015. Called ‘It must be Bliss’, the new campaign—created by global agency VCCP- aims to reintroduce the brand’s ‘Everyday Luxury’ yogurt in a bold and playful way.

‘It must be Bliss’ follows the fun tone seen in Müller’s recent ads, like the 90s-themed Müller Corner campaign from September and the quirky FRijj ‘Feel the URjj’ billboards from spring 2024.

VCCP worked with photographer Owen Silverwood, known for his close-up shots in fashion and beauty, to capture the yogurt in detail. Production and editing were handled by Girl&Bear.

The campaign targets people aged 50 and over who enjoy a sweet treat after dinner. This audience is more selective and enjoys a little extra luxury in their dessert choices.

Launching in the UK today, the campaign will appear on video on demand, online video, social media, and digital out-of-home channels. EssenceMediacom managed the media planning and buying.

Helen, Carswell, Marketing Manager at Müller said: ”We call Bliss our Sleeping Beauty. Despite being on shelves for years, and being a firm favourite amongst those that know us, we haven’t spotlighted it in our advertising for nearly ten years! Now felt like the right time to re-introduce the nation to Bliss, and have a bit of fun with it. After all, who better to encourage shoppers to try Bliss than real consumers.”

Colin McKean, Creative Director at VCCP said: “Not everyone has heard of Müller Bliss. But it turns out those in the know can’t stop talking about it. And the things they say online are frequently eye-popping. Like ‘If I could extract it from the pot, I’d happily serve it at a dinner party’ and ‘Once we’d discovered this treasure trove of eccentric adoration, we had to share the love.”