Brand Context
Lactalis had consistently built its reputation around delivering dairy products that combined health, taste and convenience for modern consumers. With the launch of Lactel Turbo Yoghurt Drink, the brand took a decisive step into the fast-moving, on-the-go nutrition space by introducing a product designed to deliver quick energy without compromising on goodness.
Product Proposition
Lactel Turbo was positioned as more than just a flavoured dairy beverage. It was introduced as a high-energy yoghurt drink crafted for active lifestyles. From students rushing through mornings to professionals managing packed schedules and fitness enthusiasts seeking a quick refuel, Turbo fit seamlessly into everyday routines. It delivered the benefits of yoghurt with protein, calcium and gut-friendly cultures. Served in a format that was easy to carry, easy to consume, and enjoyable in taste.
The Launch Film by Scarecrow
The launch film, conceptualised by Scarecrow, brought this energy-first positioning to life. Instead of leaning heavily on nutritional facts, the film celebrated momentum, ambition, and everyday hustle. It portrayed Lactel Turbo as fuel for everyday champions. For people powering through early mornings, long days, and demanding moments, making the drink a symbol of drive and resilience.
Visual & Tonal World
Scarecrow ensured that the communication was vibrant, youthful, and fast-paced. Bright cues, dynamic edits, and energetic storytelling mirrored the product promise of instant refreshment and sustained vitality. The messaging struck a balance between functional benefits and emotional appeal, positioning Lactel Turbo as both a smart health choice and a lifestyle companion.
Meeting Modern Consumption Needs
The product responded directly to a growing shift toward convenient functional foods. Urban consumers increasingly sought nutritious options that required no preparation time. Lactel Turbo addressed this need by transforming traditional yoghurt into a ready-to-drink format aligned with modern consumption habits.
Brand Impact
With this launch, Lactel strengthened its presence in value-added dairy while reinforcing Lactalis’ broader mission of making quality dairy nutrition accessible, appealing, and relevant for today’s generation. Lactel Turbo Yoghurt Drink emerged not just as a beverage, but as a daily boost designed to keep pace with life.