DANONE
DENSIA
DANONE DENSIA
A yogurt brand built on radical medical benefits for aging women, converted into the enabler of community movements of pride for women approaching their 60s.
Densia’s hard-functional benefits were seamlessly incorporated, not only into emotional narratives but into contexts that were relevant to women in a life-stage filled with contrasting social pressures.
A sensitive and rewarding project of breaking taboos, heavily based on research, disrupting category, and driving transformation with delicacy and humour — without necessarily calling for radical attitudes.
Some concrete results: 77% increase in sales during two months of the campaign, 50% increase in the investment for the agency, a new way to approach functional Benefits for Danone in Brazil.
