Danone Revolution

Role | Packaging Creative Strategy

Challenge As part of Danone’s Integrated Agency team, create a millennial focused packaging platform evoking ‘naturality’, locally sourced and no added sugar to launch Danone’s first own brand yogurt in decades. (Integrated Agency Team: TAXI, Wavemaker, National PR, Mirium, CARL, BOB)

Solution Using a storytelling approach the packaging platform communicates Danone’s brand essence and key product health benefits. Using a playful tone aligned with the advertising campaign created by TAXI, the packaging is brought to life through watercolour illustrations and pictograms. For added fun each flavour’s packaging offers a different theme and message. Digital printing was used - A first for Danone - to include various cooking tips and recipes on pack to educate consumers on healthy eating.

Result Launch exceeded key performance targets and garnered significant press coverage including Little Black Book, Strategy Magazine & more.