Danone Max: Energy done right

Danone, a dairy brand, exploited an opportunity in the drinkable yoghurt category by relaunching a new brand, MAX.

Campaign details

Brand: Danone MaxBrand owner: DanoneEntrant company: FP7 McCann, CairoIdea creation: FP7 McCann, Cairo / FP7 McCann, CairoMarket: EgyptSector: Milk & dairy drinksMedia channels: Content marketing, Online video, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

Danone- like all dairy brands in Egypt, saw a great opportunity in the drinkable yoghurt category because of its annual double-digit growth that made it the fastest growing dairy category in the country. However, Danone's previous experience hadn't been pleasant; they launched 3 different...

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