Dannon - "Handstand"

Moss/Dragoti New York, Vereinigte Staaten von Amerika

2432

Titel	Handstand
Agentur	Moss/Dragoti
Kampagne	Spring to Life - Dannon
Werbende	Danone
Marke	Dannon
Posted	März 2002
Produkt	Natural Spring Water
Geschäftsbereich	Mineral- & Sprudelwasser
Slogan	Spring to life.
Story	Portraying children with dads and grandfathers quickly conveyed to mom that Dannon Natural Spring Water was a product that contributed to the health, vitality and well-being of the entire family. The resulting campaign retained the previous tagline, Spring to Life but elevated it to headline status. Additionally, the new work more effectively linked the strategy and execution, substantially increasing the relevance and persuasion, to consumers.
Philosophie	By leveraging the Dannon brands strong association with health, the strategy was to present the long term vitality benefits that result from drinking Dannon Spring Water everyday, thereby establishing habit and encouraging increased consumption.
Problem	The challenge for Dannon was to create brand relevancy in a new category. The Dannon brand was associated with yogurt, as the water category was heavily dominated by beverage leaders with critical distribution advantages.
Medientyp	Zeitschriftenanzeige
Markt	Vereinigte Staaten von Amerika
Art Director	Mark Fennimore
Creative Director	Patrick Carella
Kundenbetreuer	Kerry Kane
Texter	Arlene Jaffe