Danone’s leadership in the yoghurts category was weakening mainly because of the brand’s core range of basic yoghurts (Pyszny with fruit, Pianka with mousse, Aksamitny with fruit syrup). It was positioned on price affordability only and losing its differentiation as key challengers were getting stronger.

Reinforce the core range contribution to overall brand performance (market- and image-wise) and reestablish it a staple in the average Polish family’s everyday diet thanks to a new positioning and graphically consistent visual identity system.

The new positioning leverages Danone’s image as an expert in bio-yoghurts and prophylaxis, reflecting Poles’ desire to be healthy and able to cope with life challenges. The core range thus offers good health, good taste, and something more: a delicious way to eat healthy and enjoy life. Creating a visual identity system involved a common packaging structure as well as clear and visible line differentiation, helping strengthen Danone’s branding and shelf impact.