Dannon Company, Inc.: Old Russians campaign

Deborah Mack

Dannon yogurt was introduced to the United States in 1942 but had existed as a staple in certain other countries long before that.

Dannon Company, Inc.: Old Russians campaign

Deborah Mack

Overview

Dannon yogurt was introduced to the United States in 1942 but had existed as a staple in certain other countries long before that. Many believed that yogurt contributed to the longevity of the Bulgarian people, although these claims were not validated by scientific evidence. Inspired by these claims, Dannon promoted its product with an emphasis on its purported health benefits. For its first 20 years in the U.S. market, Dannon was considered a "cult product sold mainly by regional dairies," according to a 1986 issue of Marketing & Media Decisions...

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