DANISSIMO

branding

creative

CREATIVE STRATEGY

Danissimo is a popular brand of exquisite dairy desserts from the company Danone. Sold in various countries. Danissimo is the undoubted leader in its category.

The task was to create and implement a creative strategy for the Belarusian market in 2019.

The audience analysis of the brand was done, the trays were studied, the portrait of the conceptual consumer was formulated at the first stage of work. We were looking for answers to key questions for the brand. What drives a woman when buying Danissimo? What are her expectations and motivation? And we found the answer: love, love for yourself. So she rewards, encourages, admires herself. The product idea and consumer insight are combined in a strategy tagline.

"Tell yourself Danissimo" is a special love confession in the female language. Let yourself, love yourself, enjoy the moment of your pleasure.

A tagline that reflects the brand's philosophy has become the key message and unifying element of all communications throughout the year. The main tool was the video - a series of short clips in the style of the story-lifehacks on how Danissimo helps you enjoy the moment and be in harmony with yourself. It's important to note that we didn't have to make anything up - we just looked at real-life situations. Each story was created for a specific product and its most relevant target audience but the key message remained unchanged: "Danissimo is the true moment of pleasure that you deserve and can easily afford".

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