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Danimals

  • Client:
    Danone
  • Type:
    Branding & Packaging
  • Deliverables:
    Brand Strategy
    Identity
    Packaging
    Character Development
    Storytelling

Challenge

Amidst category innovation in yogurt and changing consumer mindsets around sugar and artificiality, how do you evolve a 25-year-old brand in a way mom and kids can both feel good about?

Insight

We recognized for most families, Danimals was beloved by mom and dad as kids and being shared with a new generation of Danimals lovers. With a commitment to reformulation reducing sugar and extending product lines to support organic and immunity offerings we recognized that there was an opportunity bigger than RTBs. Creating a platform for stronger brand affinity, we dove into character development creating a world for Bongo, Danimals monkey mascot, to be the leader of our Adventurous by Nature promise to mom and kids.