How Danone’s global vision was given local expression in Indonesia

Danone has a consistent corporate mission worldwide, but its team in Indonesia promoting growing-up milk for young children wanted to make sure its expression of that purpose in local communications was both relevant and resonant.

Danone in Indonesia was in a difficult place, with stagnant market share for its growing-up milk, aimed at under-fives. A product relaunch was planned, with the intention of using Danone’s global brand mission, ‘One Planet, One Health’, to give it momentum....

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