Danone, a brand with a rich history spanning over 100 years, found itself facing fundamental challenges across its entire dairy portfolio. These challenges were impacting the growth of Danone Core, the flagship brand. With a lack of clear superiority versus Private Label, an inconsistency in local portfolios, and a historical approach that lacked global structure and architecture, the brand encountered hurdles on all fronts. There was a pressing need to establish an inspirational North Star that could drive superior product innovation and renovation.
We recognised that revitalising this enduring brand and reclaiming its position as the category leader would necessitate a dual approach. This involved conducting a thorough examination of immediate and short-term opportunities, while simultaneously devising a forward-thinking strategy to ensure continued relevance over the next five years. Our goal was to reconnect with families and regain their trust in both the brand and the category.