SweetKiwi
Say Goodbye to Cheat Days

Commercial Campaign | Creative Direction

Role: Creative Strategy, Campaign Concepting, Creative Direction
Scope: Brand positioning, sub-category definition, campaign architecture
Outcome: Campaign concept developed and pitched (sold, not produced)

Strategic Focus: Category reframing—shifting froyo from occasional indulgence to guilt-free daily choice.

Agency: BERTO
Production Company: Bond Studio

Status: Campaign Sold, Not Produced

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The world has been changing health-wise over the last decade—and fortunately, for the better. More people are paying closer attention to what they consume, but indulgence hasn’t disappeared. People still crave taste; they just want it without the guilt.

SweetKiwi faces a familiar challenge: standing out as a frozen yogurt brand in a saturated, sugar-heavy category. With Say Goodbye to Cheat Days, I developed a campaign designed to reposition SweetKiwi as an indulgent option that aligns with a healthier lifestyle, challenging the idea that eating better requires sacrifice.

The campaign reframes frozen yogurt through relatable, human stories—moments where people are actively trying to make better choices, but still want something enjoyable. Instead of product-forward messaging, the strategy focuses on emotional connection, warmth, and humor, allowing audiences to see themselves in the brand.

Structured as a three-spot series, each film targets a different life stage:

• someone starting an exercise routine, cutting back unhealthy desserts

• parents in a supermarket navigating better food choices for their family

• and younger consumers looking for a smarter alternative.

Together, the spots position SweetKiwi as a category-defining option—less about restriction, more about balance.

A sweet indulgent, without the guilt.