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.

The product itself was in a crowded category where many brands were indistinct, and levels of both recruitment and retention were low. Danone wanted to use its purpose to help it stand out. To ensure sure the message landed well locally and generated maximum impact, the brand conducted research, with Quantum Consumer Solutions, to more deeply understand Indonesian parents’...

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