It must be Bliss

Müller is launching its first dedicated campaign for Bliss since 2015, giving renewed attention to the brand’s ‘Everyday Luxury’ yogurt. Developed by global creative agency VCCP, It Must Be Bliss humorously pokes fun at the seriousness of luxury advertising while celebrating Bliss’s delicious appeal.

Following the lighthearted tone of recent Müller 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.

Photographed by Owen Silverwood, renowned for his macro shots in fashion and cosmetics, the film showcases tempting textures - from biscuity crumble to salted caramel sauce - interrupted by a playful customer review: “Oooh - can’t get enough of this… So delicious! I want to dunk my head in it… five stars.”

Girl&Bear 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.

Helen, Carswell, Marketing Manager at Müller said: ”We call Bliss our Sleeping Beauty. Despite being on shelves for years, and being a firm favourite amongst those that know us, we haven’t 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.”

Colin McKean, Creative Director at VCCP said: “Not everyone has heard of Müller Bliss. But it turns out those in the know can’t stop talking about it. And the things they say online are frequently eye-popping. Like ‘If I could extract it from the pot, I’d happily serve it at a dinner party’ and ‘Once we’d discovered this treasure trove of eccentric adoration, we had to share the love.'”