{"id":20020,"date":"2025-05-30T14:29:39","date_gmt":"2025-05-30T13:29:39","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20020"},"modified":"2025-05-30T14:29:40","modified_gmt":"2025-05-30T13:29:40","slug":"it-must-be-bliss","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/it-must-be-bliss","title":{"rendered":"It must be Bliss"},"content":{"rendered":"<div class=\"lazyblock-video-Z1bqy1T wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1087099776?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-29I22k wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p class=\"\" data-start=\"222\" data-end=\"542\">M\u00fcller is launching its first dedicated campaign for Bliss since 2015, giving renewed attention to the brand\u2019s \u2018Everyday Luxury\u2019 yogurt. Developed by global creative agency VCCP, <em data-start=\"418\" data-end=\"436\">It Must Be Bliss<\/em> humorously pokes fun at the seriousness of luxury advertising while celebrating Bliss\u2019s delicious appeal.<\/p>\n<p class=\"\" data-start=\"544\" data-end=\"801\">Following the lighthearted tone of recent M\u00fcller campaigns, this new film pairs sumptuous close-ups of Bliss with genuine, amusing online reviews from devoted fans. The contrast highlights Bliss as an indulgent yet approachable dessert for everyday moments.<\/p>\n<p class=\"\" data-start=\"803\" data-end=\"1062\">Photographed by Owen Silverwood, renowned for his macro shots in fashion and cosmetics, the film showcases tempting textures &#8211; from biscuity crumble to salted caramel sauce &#8211; interrupted by a playful customer review: \u201c<span style=\"font-weight: 400\">Oooh &#8211; can\u2019t get enough of this\u2026 So delicious! I want to dunk my head in it\u2026 five stars.<\/span>\u201d<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p class=\"\" data-start=\"1064\" data-end=\"1271\"><a href=\"https:\/\/www.wearegirlandbear.com\/\">Girl&amp;Bear<\/a> managed production and post-production, with media planning by EssenceMediacom. The campaign targets discerning dessert lovers aged 50+, airing across TV, digital, social, and out-of-home channels.<\/p>\n<p class=\"\" data-start=\"1273\" data-end=\"1693\">Helen, Carswell, Marketing Manager at M\u00fcller said: \u201dWe call Bliss our Sleeping Beauty. Despite being on shelves for years, and being a firm favourite amongst those that know us, we haven\u2019t 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.\u201d<\/p>\n<p class=\"\" data-start=\"1695\" data-end=\"2084\">Colin McKean, Creative Director at VCCP said: \u201cNot everyone has heard of M\u00fcller Bliss. But it turns out those in the know can\u2019t stop talking about it. And the things they say online are frequently eye-popping. Like \u2018If I could extract it from the pot, I\u2019d happily serve it at a dinner party\u2019 and \u2018Once we\u2019d discovered this treasure trove of eccentric adoration, we had to share the love.&#8217;\u201d<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1hCknn wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Who better to encourage shoppers to try Bliss than real consumers. \n        <cite>Helen Carswell, Marketing Manager, M\u00fcller<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","class_list":["post-20020","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10247","hero_video":"","hero_image":{"ID":20021,"id":20021,"title":"Muller - It must be Bliss","filename":"1.-HERO_Salted_Caramel_DOOH_In_Situ-scaled.jpeg","filesize":824350,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-scaled.jpeg","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/it-must-be-bliss\/attachment\/1-hero_salted_caramel_dooh_in_situ","alt":"","author":"66","description":"","caption":"","name":"1-hero_salted_caramel_dooh_in_situ","status":"inherit","uploaded_to":20020,"date":"2025-05-30 13:26:49","modified":"2025-05-30 13:28:01","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2560,"height":1706,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-300x200.jpeg","medium-width":300,"medium-height":200,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-768x512.jpeg","medium_large-width":640,"medium_large-height":427,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-1024x682.jpeg","large-width":640,"large-height":426,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-1536x1024.jpeg","1536x1536-width":1536,"1536x1536-height":1024,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-2048x1365.jpeg","2048x2048-width":2048,"2048x2048-height":1365,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-1920x720.jpeg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-1920x960.jpeg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-768x768.jpeg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-307x615.jpeg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-768x960.jpeg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-1200x630.jpeg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-768x768.jpeg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-768x384.jpeg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-307x615.jpeg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"M\u00fcller Launches New \u2018It Must Be Bliss\u2019 Campaign Celebrating Everyday Luxury","meta-description":"M\u00fcller\u2019s first Bliss campaign in nearly a decade uses witty luxury spoofs and stunning visuals to highlight the beloved everyday indulgence. Created by VCCP and Girl&amp;Bear.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/05\/1.-HERO_Salted_Caramel_DOOH_In_Situ-scaled.jpeg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/20020","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/66"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20020"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}