The “Vote Your Flavour” campaign
Everything started in 2019 with a big “Vote Your Flavour” campaign via instagram. Danio asked the Dutch consumers which two typical Dutch flavours they would like to see represented on the refrigerated shelf.
Danone would in turn release a limited edition Danio quark with the two highest scoring flavours.
More than 500,000 consumers cast their vote. The two clear winners were: Tompouce and Speculaas.
The proof of the pudding is in the eating
Because the introduction of these flavours was mainly aimed at millennials, the initial focus was on social media and bannering.
In order to guarantee maximum conversion at the point of sale, a striking cooled secondary placement was also sought. This had to convince the doubting consumer at the last point of contact.
For this they appealed to our ESCAPE Cooler. Which they deployed in 100 stores for four weeks.
A pink invasion at Dutch supermarkets
With the ESCAPE Cooler, Danone’s merchandising team had an easy and flexible solution to get to the point of sale.
Combined with the striking pink branding for the Tompouce flavour, it was impossible for Dutch consumers to ignore Danio’s presence during their shopping session.
Two campaigns for the price of one?
In order to optimise the investment for Danio, it was decided to hold a campaign for Activia at the same locations afterwards.
This allowed the ESCAPE Coolers to remain on site and only the cardboard branding was replaced.
This allowed Danone to spread the cost of renting the coolers, as well as installing them, over the budgets of both brands.