Danone Greek is a unique natural yogurt made with the addition of real Greek flavor. In two years the product was changed three times, changed its naming but it has never been widely promoted. We had several tasks before us at once: to create a new positioning that would help to differentiate the product on the market, as well as to conduct a large-scale ad campaign-restart.
We analyzed the audience of the brand at the first stage. We determined that the product is closer to the female audience those who are increasingly thinking about their health, appearance and well-being. The basic territory of positioning was taking care of itself. The topic of self-care is topical all over the world, but it is especially important for Belarusian women who start to live for themselves only after 50 - when adult children move out.
The main message of communication: Danone Greek is a useful yogurt with a special flavor and it helps to take care of oneself. The combination of good and pleasant taste is reflected in the tagline "Perfect balance". It was also decided to focus on the most important rational advantages of the product for consumers - no sugar, 100% naturalness and real Greek yeast.
Doctor, Ph.D., nutritionist, the host of the popular program "Kitchen of Life"Svetlana Kashitskaya was the face of the campaign. She is not only a professional but also a bright independent woman whose image perfectly matches the new product philosophy. It was important for us that in the video Svetlana didn't talk to the audience from the expert position, cold and distant. We have built a dialogue on equal terms in which Svetlana addresses the audience on "you" and asks an important question for everyone: do I care enough about myself and my nutrition?
We conducted an effective 360 ad campaign and Danone Greek took a strong position in its segment.