RANGE REPOSITIONING

Client objective: Elevate Danone's core range to compete with retail brand that had become main actors in the category.

Strategic Solution: The brand has to get back to it's real, concrete, tangible roots to build a new consumer experience. The answer won't be in your Marketing books.
The new brand platform "Danone de nos Eleveurs*" (*Danone from our farmers) will be the first milestone.

Results: Top Com Gold award 2012 / Doubled sales in 3 years.
After its tremendous success in France, Danone applied this Marketing concept in Belgium, Romania and Spain.

My Role: Problem Assesment - Brand Analytics - Consumer Insights - Design Research - Brand/Strategy Development