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...