Posted by Dale Buss on March 12, 2014 02:07 PM
Danone dropped the other shoe in its repositioning of the flagging Activia brand worldwide -- and it's the Cinderella dance slipper of Shakira, the globally admired pop songstress. She will be the face of the company's biggest-ever dairy ad campaign under the tagline, "Feeling good starts from the inside."
The Shakira campaign (watch a behind-the-scenes video here) emphasizing the probiotic, digestive-health benefits of Activia will launch in 55 countries with print, outdoor and digital as well as TV ads featuring the Colombia-born singer and her new song, "Dare (La La La)." It helps takes the place of advertising that used to feature American actress Jamie Lee Curtis, who was phased out in January.
"For the first time we are using a global celebrity so we aim to have a global impact," Santiago Mier, CMO of Danone Dairy, told Reuters. "It's different also in the way we communicate with people, in a more modern and updated way."Continue reading...
Posted by Abe Sauer on September 27, 2013 03:49 PM
China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.
This week: China's upcoming car problem… iPhone's "local boss" model is a success… stunts to sell property… Jolin's Swarovski music video… Liu Wen for Coach… Puma's unwanted endorsement… $40K of Barbies… bribery charges for everyone!… Bimbo's old bread… BA's panda plane... and more.Continue reading...
Posted by Dale Buss on September 26, 2013 09:21 AM
Twitter and NFL agree to sell video-ad packages together as Twitter introduces emergency alert system.
Red Bull refuses to pull controversial ad using Titanic in UK.
Target rolls out its movie-streaming service.
Air Products looks for new CEO.
Boeing works to fix 787 glitches.
Daimler launches US campaign for Car2Go car-sharing service.
Darden Group defends pay practices for restaurant employees.
EBay buys Braintree global payment platform.
Elle and Cosmopolitan plan to include actual vials of perfume with next issues.
Fonterra pushes forward with own-brand in China despite recall.
Groupe Danone faces bribery allegations in China.Continue reading...
Posted by Dale Buss on September 25, 2013 10:52 AM
Dannon believes that its Greek-style-yogurt partnership with Starbucks will be great for the Dannon brand even though its marque is taking a secondary position in the arrangement to the chain's Evolution Fresh brand.
Evolution Fresh, Inspired by Dannon "is a way for us to bring a new brand story without undermining any of our other brand stories," Gustavo Valle, CEO of Dannon USA, told brandchannel. And it provides the company with the crucial opportunity to extend yogurt consumption further in the day.
Starbucks and Groupe Danone, the Paris-based parent of Dannon USA, announced in July that they were co-creating the new line to place in Starbucks outlets next spring and in grocery stores the next year. The idea for Starbucks was to expand its better-for-you offerings under its recently acquired Evolution Fresh brand, which began as a juice company, and to find a way for the chain to tap into the Greek-yogurt craze.Continue reading...
Posted by Dale Buss on September 6, 2013 02:41 PM
Chobani, already under siege by bigger players in the Greek-yogurt segment that it created, has stumbled badly over the first major marketing and customer-relations obstacle for the brand: a recall of some moldy yogurt.
The brand that built the only hot thing in the US yogurt market has been scored by critics and customers on social media and elsewhere after Chobani first only acknowledged some customer complaints about bad yogurt, then wanly warned retailers and consumers about it, and now is in the midst of full-blown retribution for not stepping up to the problem quickly and transparently enough.Continue reading...
Posted by Dale Buss on August 28, 2013 07:33 PM
Don't look now, Chobani. Danone is taking back some of the yogurt-market turf that the Greek-style giant claimed out of nowhere over the last few years.
Specifically, Danone—known as Dannon USA in America—has rallied behind its Oikos brand of Greek-style yogurt and is wresting back sales from Chobani, as Bloomberg Businessweek reported. New York-based Chobani essentially established thicker, creamier, tangier, protein-packed Greek-style yogurts as a mainstream segment beginning a few years ago.
Relying on tactics that only a big, established player in a market can use, Paris-based Groupe Danone has hiked its share of the US Greek-style yogurt market to 29 percent from practically nothing two years ago, while Chobani's has slipped by roughly half to 39 percent over the last 18 months.Continue reading...
chew on this
Posted by Dale Buss on August 9, 2013 06:04 PM
Danone keeps picking up loose pieces of the US yogurt business in the hopes of becoming an even bigger overall force in a national market that is booming while the company's home domain is slumping.
Paris-based Groupe Danone—parent of Dannon USA—bought YoCrunch, a US brand that makes fun products with toppings such as Reese's peanut-butter and chocolate candy, Oreo cookies and M&Ms. The purchase will add a playful factor to the company's presence in the American dairy case that already includes the Danimals brand for kids.
YoCrunch has had double-digit growth over the last few years even though it has been largely outside the main growth engine in the US yogurt market: Greek-style brands such as Chobani. However, YoCrunch does have a lime Greek yogurt with graham-cracker pieces.Continue reading...
Posted by Dale Buss on July 24, 2013 01:52 PM
Once mundane, the suddenly sexy US yogurt business is attracting more big players that used to have nothing to do with the formerly sleepy category. The latest: Starbucks, which has formed a strategic partnership with Groupe Danone to market a new, exclusive line of Greek-style yogurt parfaits in Starbucks stores and grocery channels.
PepsiCo was the latest big non-yogurt brand to jump into a category that has become thorougly energized lately by the success of Greek yogurts, led by startup Chobani. PepsiCo hooked up with Germany's Muller brand to introduce a new US line this year.
For Starbucks, the leap into yogurt with the Paris-based parent of Dannon USA represents just the latest broadening of its product lines and distribution channels, which also have included picking up a baked-goods brand, Le Boulange, and tea-based interests such as the Teavana chain.Continue reading...