Danone Danio - Relaunching and redefining

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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

Results 

  • 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

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