Design consultancy: Dragon RougeAdvertiser: Danone
Executive summary
A bold new presence in the yogurt chiller for health-conscious adults
Danone are on a mission to bring "health through food" to as many people as possible, but while brands like Activia and Actimel had traditionally performed well with older female consumers, Danone under-indexed with younger women.
In 2015, Danone identified the opportunity to create a healthy, but rewarding yogurt, which would delight consumers who'd become accustomed to the lowered eating expectations of low-calorie yogurt. The new brand would offer truly great-tasting Greek-style yogurt with real fruit pieces. It would...