Brand Territory And Research Testing

In 2017, Danone unveiled a refreshed logo and its very first company signature: One Planet. One Health. These words reflect the group’s vision that the health of people and the health of the planet are interconnected. It is a call to action for all consumers and everyone who has a stake in food to join the food revolution:
a movement aimed at nurturing the adoption of healthier, more sustainable eating and drinking habits.

Danone commissioned Labbrand to conduct the market research to uncover consumer insights that would strengthen the brand purpose and value proposition of Bebelac while leveraging Danone’s One Planet One Health concept and building on the strength of Grow Them Great campaign.

bebelac
Bebelac (Source: bebeclub.co.id)

Through exploring consumer insights with Indonesian mums, Labbrand was tasked with defining Bebelac’s purpose by finding the connection between ‘Bebelac’, ‘Child’ and ‘One Planet’ to further strengthen its brand idea of #GrowThemGreat. Combining research and strategy, Labbrand arrived at the final brand territory, which was leveraged by Danone’s appointed ad agency to create the following TVC expressions:

[TVC] Iklan Bebelac (yang dilihat padahal) Nutrisi Tepat Si Kecil - Happy Tummy, Brain, Heart 2020

[TVC] Iklan Bebelac (yang dilihat padahal) Nutrisi Tepat Si Kecil - Happy Tummy, Brain, Heart 2020

Results

Our research and strategy for Bebelac have built a solid foundation for its marketing communication activities. The ad has scored Green ++ on Kantar Communication Link Test, which is the world's most trusted ad testing solution. It scored 97 out of 100 for highest enjoyment and rated 81 for Purchase Index and 86 for Awareness Index. 

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