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a revolutionary yogurt. or, is it yoghurt?
the challenge.
At a time when sugar-free was the food fad every millennial was talking about, and companies were filling shelves with sugar-free alternatives, the addition of another item to the shelf wasn't going to be all that ground-breaking for Danone. And while the product was bold, we knew that at the end of the day, we were talking about yogurt and not a revolutionary milestone in human history - you know, like the moon landing, the wheel, language, etc.
So, how do we get every millennial across Toronto, Vancouver and Montreal to care about yet another sugar-free item on the shelf?
the insight
Adding another sugar-free product on the shelf isn't all the groundbreaking in a world of sugar-free products, but these small changes to our habits can add up to some pretty groundbreaking results for us and our planet.
where I came in
In partnership with Wavemaker, I worked closely with their media buyers to bring the strategy to life through a go-to-market and campaign messaging strategies that raised mass awareness and increased consideration for the product.
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