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How a big-hearted Danone grew share in Indonesia
Brand purposeLocal communitiesIndonesia
Danone has a consistent corporate mission worldwide, but the team in Indonesia promoting growing-up milk for young children wanted to make sure its purpose in local communications was both relevant and resonant.
Why it matters
The food company’s story highlights the importance of research. In looking for a locally relevant brand positioning centred on the idea of “big heartedness”, Danone stumbled on a meaning that radically changed its thinking and led to a blueprint for future communications.