Agency: Publicité TAXI Montréal Inc.
Advertiser: DanoneWave Canada
Category: Sustained Success
Section I — Case Parameters
Business Results Period (Consecutive Months): January 2015 to April 2017
Start of Advertising/Communication Effort: January 2015
Base Period as a Benchmark: January 2015 to April 2017
Geographic Area: Canada (FR + ENG markets)
Budget for this effort: $2 – $3 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
OIKOS, the category leader in Greek yogurt since its launch in 2011, was heavily challenged by its main competitor but also by category newcomers, entering the market with heavy promotional activities. Becoming the leader is hard but staying there is sometimes even harder. We needed to create long-term differentiation and engagement in that fast-evolving segment in order to ensure the sustainable growth for the brand. Quite a challenge for a Greek yogurt that cannot leverage a clear and significant product differentiator.