# Activity-Focused Yogurt Branding The 'Yop Fuels' Campaign Reinvents the Product for Generation Z By Michael Hemsworth | Published 2016-05-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/yogurt-brand References: [theglobeandmail](http://www.theglobeandmail.com/report-on-business/industry-news/marketing/yop-fuels-campaign-yielding-profit-from-ambitious-generation-z-teens/article27930658/) & [lifemadedelicious](http://www.lifemadedelicious.ca/lmdbrands/yoplait/yop) With a strong focus on Millennials in the marketing world, the new 'Yop Fuels' yogurt branding initiative looks to switch the lens to [Generation Z](https://www.trendhunter.com/trends/barr-fruity-lemonade) and how they are living their lives. Generation Z is becoming more focused on as brands and companies recognize the growing market share they hold as a consumer segment. As such, the 'Yop Fuels' campaign helps to rebrand the drinkable yogurt brand as a means of [fueling athletic endeavors](https://www.trendhunter.com/trends/oikos-pros). Packed with protein and nutrients, Yop drinkable yogurt by [Yoplait](https://www.trendhunter.com/trends/yoplait-yop) is now being rebranded as a means of nutritional support for growing consumers. Being that Generation Z is a segment more focused on health and activity, the 'Yop Fuels' campaign helps make the product relevant for the consumers. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 50% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Generation Z Marketing:** Opportunities for brands to target Generation Z as a lucrative consumer segment. - **Athlete-focused Nutrition:** Disruptive innovation opportunities in rebranding food and beverage products as fuel for athletic endeavors. - **Health and Activity:** Growing focus on health and activity among Generation Z, creating opportunities for products that cater to these interests. ### Who This Affects Most - **Food and Beverage:** Rebranding food and beverage products to align with the health and activity interests of Generation Z. - **Marketing and Advertising:** Developing marketing strategies that target Generation Z and promote the health and activity benefits of products. - **Fitness and Sports:** Creating products and services that cater to the fitness and sports interests of Generation Z, such as athlete-focused nutrition options. ## Related on Trend Hunter - [Vibrant Product Campaigns](https://www.trendhunter.com/trends/fuel-something-bigger.md) - [On-the-Go Yogurt Drinks](https://www.trendhunter.com/trends/yoplait-yop.md) - [Reformed Yogurt Packagings](https://www.trendhunter.com/trends/nomadic-greiner-packaging.md) - [Cheeky Childhood Yogurt Campaigns](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us.md) - [Revamped Gut Health Yogurts](https://www.trendhunter.com/trends/activia-rebranding.md) - [Premium Next-Gen Juices](https://www.trendhunter.com/trends/loom.md) - [Nutrition-Focused Protein Product Branding](https://www.trendhunter.com/trends/pure-protein-branding.md) - [Functional Flavorful Yogurt Pouches](https://www.trendhunter.com/trends/yoghurt-pouch.md) - [Athletics-Inspired Greek Yogurt Campaigns](https://www.trendhunter.com/trends/oikos-pros.md)