Danone: Mom, I ate well

Danone, a food products company, launched a campaign in Russia to increase sales of Danone products.

Campaign details

Brand: DanoneBrand owner: DanoneEntrant company: VMLY&R Russia, MoscowMarket: Russian Federationn FederationSector: Dairy products, fats, oilsMedia channels: Online video, Outdoor, out-of-home, Packaging & design, Social media, TelevisionBudget: 5 - 10 million

Executive summary

Competition in the category has increased, new brands were targeting specific tribes and their narrow insights. So Danone's advertising campaigns began to seem very generic and brand sales decline. Danone could not afford to narrow its audience, so we did the opposite - expanded it. For this purpose, we found universal truth understood...

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