Explore the realms of local market research as we delve into Danone’s strategic journey. In 2017, Danone revealed a refreshed logo and its inaugural company signature: “One Planet. One Health.” These words embody the group’s vision, emphasizing the interconnectedness of human health and the health of the planet. Positioned as a call to action, it invites consumers and stakeholders to join the food revolution, marking a pivotal moment in Danone’s commitment to a healthier world.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.
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
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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