Danonino - Think big, dream bigger!
The challenge
Design and deploy Danonino’s global marketing strategy in a way that integrates the global vision with local realities. Include for the first time the Danone Manifesto.
How we did it
It all started with the new Global marketing team, a very diverse team with nine nationalities, led by the Global Brand Manager, Patricia Oliva.
The ambition of this team was to catapult the brand, apply the new manifesto and make the brand highly recognisable globally, while at the same time, with marketing plans that were highly adapted to the local level. The team focused on the speed of action at a global level.
This was the seed of the Summit: Think Big, Dream Bigger. They decided to use simultaneity to generate speed.
The summit involved 110 people from 22 countries and countless roles critical to the future of the brand. Over three days, brand strategies were aligned through collective intelligence and action. Innovative, fresh initiatives were designed and very concrete plans were created.
Following the Summit, Danonino’s global team, in collaboration with the countries, accelerated the roll-out globally, using the vision, plans and complicity generated at the Summit.
The impact
The most notable lasting impact was the global marketing collaboration on a day-to-day basis and the ease with which the various innovations and the Danone Manifesto were applied. Danonino thus became the pioneer brand in applying Danone’s new operating principles.
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