Office of Baby’s New Digital Campaign for siggi’s Humorously Proves How Sweetness Can Have Its Limits

When can being too sweet be a turnoff? Let New York-based creative agency Office of Baby showcase how, with its new campaign for siggi’s, the Icelandic lower-sugar yogurt and fastest-growing established dairy yogurt brand over the last three years.

Keeping with the clever, humorous and slightly provocative tone that resonates over much of its advertising efforts, Office of Baby has parlayed its love for the brand into charming, quirky comedy in a series of spots helmed by O Positive director Kenny Herzog, who helped cull a sense of delectable humor out of siggi’s’ modesty.

“Siggi’s is a humble, more quiet company focused on making yogurt with simple ingredients and not a lot of sugar, which is something to really love about them,” Office of Baby Co-Founder/Chief Creative Officer Paul Caiozzo explains. “While they’ve advertised in the past, we wanted to elevate the brand’s voice, figure out how to keep that spirit and soul intact while still creating something that would stand out on HULU and potentially on social channels.”

From a romantic date gone awry to bad tattoos and morning salutations signaling try-hard moments, the messaging in each spot, tied to the tagline of “not too sweet is sweet enough,” provides humorous analogies to accentuate siggi’s benefit of “not a lot of sugar.”. According to Caiozzo, a love of the brand, its founder and connection with consumers helped nurture a healthy working relationship. “The relationship with siggi’s was both highly collaborative and creatively free,” he adds. “When you see siggi’s on the shelf, it’s friendly, beautifully designed and inviting. But some don’t know that [Founder] Siggi [Hilmarsson] is a real person. He is a very tall, kind and smart man from Iceland who is hands on. That’s a real reflection of the team there. They are all open and wonderful people who were a pleasure to collaborate with.”

Office of Baby’s siggi’s effort arrives on the heels of its lauded broadcast work for zulily, out-of-home executions for StreetEasy as well as its campaign to herald the opening of bedding and bath brand Parachute’s flagship New York City operation.


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Agency: Office of Baby
CCO: Paul Caiozzo
ECD: Nathan Frank
Senior Art Director: Mary Dauterman
Art Director: Kelsey Shang
Copywriter: Prit Patel
Executive Producer: Mai Hyunh
Producer: Connor Hall

Production: O Positive
Director: Kenny Herzog
Executive Producer: Ralph Laucella/Ken Licata
Producer: Jason Reda

Editor: Tiffany Burchard

About Office of Baby:

OOB is an independent, strategically led creative, design, and innovation agency that blurs the line between advertising and product. We build brands people want in their lives.

About siggi’s:

siggi’s dairy began in 2004 when Siggi Hilmarsson felt homesick for a staple of his childhood diet, skyr, a thick, creamy, high-protein yogurt from his native Iceland. The yogurts he found on shelves in the US were much too sweet and artificial tasting for his liking. His mother sent him a recipe and with that, he began making skyr in his small New York City kitchen. Today, siggi’s dairy makes rather delicious yogurt products with simple ingredients and not a lot of sugar. True to Icelandic tradition, siggi’s products do not contain any artificial preservatives, sweeteners, flavors or colors, and are made with milk from family farms that do not use growth hormones such as rBGH. For more information about siggi’s Icelandic-style strained yogurts and to find store locations, visit