Best Global Green Brands 2014

bc q&a

A Twist On Growth: 5 Questions with Sergio Fuster, CMO of Dannon USA

Posted by Dale Buss on August 29, 2014 06:01 PM

Dannon USA, the American arm of global Paris-based yogurt giant Danone, has emerged successfully—and from behind—in two main challenges in the US market over the last 20 years.

Now the company is trying to gain the initial advantage in a new area known as "indulgent" yogurt, much as it did with probiotic yogurts when it launched Activia several years ago. Before that move, Dannon battled the incumbent American brand, General Mills' Yoplait, to gain the No. 1 spot in the conventional yogurt market in the US. Then, after Chobani launched mainstream Greek-style yogurt a few years ago and began accounting for all the growth in the entire yogurt market, Dannon responded with its own Oikos brand of Greek-style yogurt, recovering the ground it lost.

With a new TV ad campaign breaking this weekend, Dannon is wheeling toward yet another way to broaden yogurt consumption with the national rollout of its Creamery product line. It consists of five cheesecake-inspired offerings made with Greek yogurt and topped with fruit sauces, and three puddings—the first new brand for the company since Oikos and its first in the dessert market.

As much as Activia commanded attention when it shook up the yogurt market several years ago with Dannon's open appeal to digestive benefits, Dannon USA is bringing out Creamery with a "twist" as well: it's only 200 calories per serviing.

Sergio Fuster, CMO of Dannon USA, talked with brandchannel about Creamery and Dannon USA's broader strategy.Continue reading...

chew on this

With Help from Starbucks, Dannon Breaks Out of Breakfast

Posted by Dale Buss on June 25, 2014 03:14 PM

 

Dannon is taking the lead in expanding yogurt consumption outside of breakfast. With new indulgence and dessert products and partnerships with Kellogg and Starbucks, the conventional-yogurt brand leader in the US market has emboldened its bid to grab significant share of stomach in day parts other than the morning.

“It’s natural that yogurt would be so well-represented at breakfast,” Michael Neuwirth, senior director of public relations for Dannon USA, an arm of Paris-based Groupe Danone, told brandchannel. “But we believe that as problems in public health related to weight really continue to shape the perception of food and how food can contribute to a more healthy lifestyle, yogurt as a snack outside of breakfast, as an ingredient for cooking and as a meal accompaniment makes a lot of sense.”

To wit, for instance, Dannon next month is launching Dannon Creamery, a new line of eight dairy desserts that includes five “cheesecake-inspired” flavors made from Greek yogurt and fruit and caramel sauces, as well as three puddings. It’s Dannon’s first new brand since launching its Oikos Greek yogurt several years ago to compete with Chobani.Continue reading...

celebrity brandmatch

So Long, Jamie Lee: Activia Aims to Shake Up Marketing with Shakira

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...

china

The Week in China: 'Local Boss' iPhones, China's 1,600 Sq Mile Car, Bimbo's Old Bread and more

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...

brand news

In the News: Twitter, Red Bull, Target and more

Posted by Dale Buss on September 26, 2013 09:21 AM

In the News

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...

afternoon snack

Dannon Looks to Tell New Brand Story Through Yogurt Partnership with Starbucks

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...

brand challenges

Chobani Curdles Under Strain of Handling Recall as Competitors Take Advantage

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...

Danone Comes Storming Back in Greek Yogurt, Threatening Chobani's Dominance

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...

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