How Danone’s Light & Free reinvented the low-fat yogurt category

Brian Carruthers

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Dieting is big business and so are diet products. But attitudes towards dieting are changing - people no long want to force themselves through what Elsa de Guzman de Saint Nicolas, head of media and digital at Danone UK & Ireland, described as "deprivation dieting". Instead, the trend is towards leading a healthy lifestyle.

She told an audience at the Digital Marketing World Forum (London, June 2017) that the diet and low fat yogurt category had declined 37% between 2008 and 2016 but it remains the third largest segment of the overall yogurt market, which is now led by natural/health...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands