Danone Danio - Relaunching and redefining

  • Our Work
  • Consumer
Related reads

How do you make a splash with a new product in the crowded yoghurt market?

Danone’s launch of Danio successfully pushed past its competitors and captured a share of the lucrative yogurt market by positioning Danio as a high protein, healthy snack for young professionals who enjoy an active lifestyle.

In Article Danio 1

MSLGROUP’s high-impact influencer and media relations campaign, using an Olympian as its ambassador, successfully caught the usually yogurt-shy male consumer’s eye with its positioning of the product as the perfect post-tough-workout snack. 

In Article Danio 2


  • The PR campaign helped to generate over 36% brand awareness and more than 21 million sales in 2013 contributing to a hugely successful product launch.
  • Over 120 pieces of coverage with a total circulation of over 410,000,000
  • A total ROI of 7.4:1
  • A PR value of £2,200,000
  • Two front page flashes on the Daily Mirror and the Daily Express and two in-paper half-page flashes promoting a “free for every reader” offer
  • Three Danio TV appearances including BBC’s ‘Saturday Kitchen’, ITV’s ‘Through The Keyhole’ and a co-branded advert on Channel 5 promoting activity with The Daily Express
In Article Danio 3

Contact us

Open in
Google Maps


82 Baker Street
London, W1U 6AE

+44 (0)20 3219 8700
[email protected]

New Business

For all new business enquiries please call
Claire Hutchings on +44 (0)20 3 219 8700
or email us on: [email protected]


To enquire about careers at MSLGROUP
please email us on:
[email protected]


You can contact our sister
agency CNC on:

+44 (0) 20 3219 8801
[email protected]