Danone Activia: How a little bit of T.L.C. made a market leader
Principal authors: Rowenna Prest and Alice Huntley, RKCR/Y&R
Contributing authors: Alan Bloodworth and Benjamin Morgan, OHAL; Beatrice Boue, MEC; Shawn Pitt, Millward Brown
INTRODUCTION: THE PAYBACK OF THINKING BIG
This is a story of how a challenger brand became leader in an especially competitive marketi.
How a brand built on a functional claim to be the solution to a particular kind of problem found a way to engage an even wider group of consumers who didn't identify with that problem.
How a small pot of yoghurt gave over 10 million people a simple way to give themselves a little bit of T.L.Cii.
How a new brand platform delivered incremental sales of £58.6 million, a net profit of £3.6 million and an ROI of 23%iii.