Light & Free
The healthy trio
Client
Danone
Industry
Food
Know-how
Shopper marketing
Mandate
Consumer eating habits have changed a lot recently: young adults (Gens Y and Z) don’t like yogurt as much as their parents do. In addition, consumers are increasingly concerned about their diets, and many believe yogurt contains too much sugar. Given that context, Danone responded by launching a new line of yogurt that’s low in sugar but high in protein: Light & Free. They asked us to design and produce a shopper launch campaign that also set the table for two more healthy brands: Activia Shots and Silk. The result was a deliciously refreshing mega-shopper campaign that really paid off. Now that’s sweet!
