Dannon moved its leverageable equity from "adults only" to "kids too" with Dannon Sprinkl'ins...

 

 

 

 

 

Establishing a kids' equity for the first time... with a product that was quite extreme from the serious Dannon yogurt image.

 

This was Dannon's leap of faith!

  

Their payoff: A great new product in Sprinkl'ins... and a new branch on their EquiTree that helped the brand continue to grow.

 
  How do we know? A "Dannon Danimals" concept was also part of that first qualitative. But since the kids did not know "Dannon" at that time, and had no context to understand, remember and play back "Dannon Danimals", the time was more right for Sprinkles than for Danimals!

A few years of Sprinkl'ins success later... a Dannon Danimals concept achieved lots of success in our qualitative. Lots of replay by kids. Because now they knew "Dannon"!

Successful new products for Dannon made possible because their Equi-Tree had grown... so the brand could branch out to enjoy opportunities that were not possible before.

And Magic Crystals adds a branch to the mix-in & fun part of the Dannon EquiTree, at the same time! (Dannon Sprinkl'ins Magic Crystals)