Because Yoki, a Dominican brand of yogurt for children, made the first piñata that opens with hugs become a memorable experience that thousands of parents and children shared.

The Yoki Piñata managed to get close to them through an element that is present in one of their favorite birthday parties activities: striking the piñatas and receiving sweets.

SITUATION:

Yoki’s advertising was focused on making tactical campaigns for its audience at relevant moments such as Back To School.

In a way it has become predictable.

BRIEF:

How to connect the brand with children and parents in a relevant unexpected way and with a modest budget?

OBJECTIVES:

- Increase the brand's engagement.

- Create brand awareness.

- Increase sales during the first quarter of the year.

Yoki created the first piñata that opens with hugs.

A piñata that aims to redefine a tradition of several Latin American countries to teach children that to achieve their goals, love is better than violence.

In the Dominican Republic exist a social behavior around children's birthdays parties.

Regardless of the socioeconomic level, parents make sure they have all the elements so that the birthday party is a success: cake, decoration, entertainment and of course the piñata that is the center of the celebration.

Yoki invited parents and children to live the experience of embracing a piñata for the first time to receive sweets and a valuable lesson.

Each piñata, based on a brand character, was made of cardboard and paper and has an internal mechanism that allows it to be used again and again. When children embrace it, they press a button, the arms go down and the sweets come out.

The Yoki Piñata became a trend in the Dominican Republic as thousand of children hugged the Yoki Piñata in schools, shopping centers, family fairs, hospitals and birthdays parties during a month.

The Yoki Piñata was so successful that it had more than 6.4 million impressions in a country with 10 million inhabitants.

It managed to increase the positive brand sentiment by 61% and the earned media was the equivalent of 84% of the brand's annual budget.

Yoki sales increased by 13% compared to the previous year's first quarter.

During a month thousands of children had the chance to hug a piñata for the first time in schools, shopping centers, family fairs, hospitals and birthdays parties.

Destroying piñatas is a cultural tradition in the Dominican Republic and in several Latin American countries.

Children smash the figures of their favorite heroes or animals which is a contradictory message to the values that are taught to them such as respect and kindness.

The Yoki Piñata, the first piñata that opens with hugs, seeks to be a

new alternative to this tradition, teaching children a valuable lesson.