Danone Max: Energy done right

Dina El Dessouky, Yosr Khalifa, Salma Ezz

Dairy brand Danone chose relaunch as its route to growth in Egypt, creating a whole new brand to target the country's youth market.

Campaign details

Brand: Danone MaxBrand owner: DanoneAgency: FP7 McCann CairoMarket: EgyptIndustries: Milk & dairy drinksMedia channels: 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, which made it the fastest-growing dairy category in the country. However, Danone's previous experience hadn't been pleasant: it had launched three different brands that were constantly losing out to the tough competition, despite big investments....

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