Conclusion

Danone is changing Irish consumers’ perception of the fresh dairy market. It has injected growth into what was a slow growing market through the provision of a variety of high quality, great tasting brands with health benefits specifically tailored around consumers’ needs. This has led the Irish consumers to re-appraise yogurt, look for additional health benefits from products and incease their overall consumption of fresh dairy products in general. 2004 saw Danone spend 17,5 million € on  a communications compaign to let consumers know that danone yogurt and fromage frais are healthy as well as delicious, while this year’s consumer education and sampling campaign has a budget of 20 million €.

November 18, 2007 at 1:30 pm Leave a comment

Actimel fruit flavor launch in Dublin (March 2006)

Ditechna, specialist in technical textiles, was supposed to supply Danone’s agency with 3D suits for sampling campaigns in Ireland. Actimel suits were to generate awareness in the streets of Dublin and back up the launch of a new flavor. Ditechna has to fullfill the following objectives : 

        offer an impactful but affordable solution

       to respect the Actimel’s identity

       inflatables were to be self-contained and run several hours everyday during 4 weeks

Suits come with a standard gear carrying batteries and fan:

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November 18, 2007 at 1:25 pm Leave a comment

Outdoor public relations

Verve Marketing recently brought the Danone Actimel Challenge to the streets of Ireland, distributing over 200,000 samples directly to consumers – a technique which is part of sales promotions.The campaign was heavily supported with above the line TV, radio and print advertising and for a period, Ireland seemed to be awash with Pink !

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November 18, 2007 at 1:21 pm Leave a comment

Events

o   Actimel Challenge

Following a competitive pitch to deliver activity in the first quarter of 2007 for Danone brand Actimel, Dynamo marketing communications agency have helped develop ‘an Actimel-a day’ campaign which promises consumers their money back.

Dynamo’s brief for the post-Christmas campaign was to deliver a big through-the-line idea that would create customer loyalty and push sales; Dynamo’s winning concept ‘A little every day goes a long, long way’, will be used on pack and carried through to TV, outdoor and trade press advertising.

The promotion, running across 10 million packs, will reward consumers who stick to the month-long commitment by giving them their money back.

Dynamo’s initiative ties in with Actimel’s biggest Q1 marketing support activity to date with over £5 million marketing spend across TV, radio, outdoor and in store activity.

The money-back reward will be communicated via the TV campaign (produced by Y & R) radio activity and in tailor-made press ads for Asda’s customer magazine, Cash and Carry and Grocer trade magazines.

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November 6, 2007 at 1:10 pm Leave a comment

Internet

Websites are a real tool of communication and have to be interactive and eye-catching to attract the consumer. We can found several websites :

        the original website – www.actimel.com

       websites dedicated to events – www.actimelchallenge.ie

      the website in Ireland – www.ireland.actimel.com 

For this latest, I can say that it targets all the segments since it proposes games for children, information for adults, quiz for everyone….. At the same time, it displays TV advertising in order to inform and create awarness.

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November 6, 2007 at 1:00 pm Leave a comment

Posters

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2.jpg  Slogan : In yellow : Rain, Hil or  Shine ARE YOU READY ; in blue : Danone Helps strengthen your natural defences.  

             3.jpg Slogan : New Forest Fruit

As I can see, posters are mainly displayed on billboards and on the buses – that allows to grab the consumer’s attention through posters big size. Contrary to TV commercials, posters are more dedicated to adults.

October 19, 2007 at 11:48 am Leave a comment

TV

Actimel through different TV commercials touches different targets. In 2004 it broadcasted a spot “How do you protect your child throughout the year ?” dedicated to the kids as well as in 2007 with the commercial called “Equipo”. Thus, we can notice that TV spots are more devoted to kids.

http://www.actimel.com/intl/interactive_advertising.html

October 19, 2007 at 11:38 am Leave a comment

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