Fantasia: Spring-summer collection

Yoghurt brand, Fantasia, successfully captured its audience of young women with a fashion-focused initiative in Poland.

Campaign details

Brand: FantasiaBrand owner: DanoneEntrant company: VMLY&R WarsawMedia: MediaCom Warsaw / Agencja K2.Pl Sp. Z+ O.O. S.K.A.Market: PolandSector: Dairy products, fats, oilsMedia channels: Magazines - consumer, Online display, Outdoor, out-of-home, Packaging & design, Social media, Television, Video on demandBudget: 1 - 3 million

Executive summary

When banner blindness makes traditional communication less visible, we had to change our approach. We were looking for inspirations in other categories that evoke strong emotions. We focused on fashion.

We have turned the launch of yoghurt products into...

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