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...