Danone launches yogurt brands in Bulgaria

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SOFIA--Ad agency Princeps Sofia is launching Danone's two budget-priced yogurt brands on the Bulgarian market, including a drinkable yogurt to compete with local producers. It uses a formula specifically for the Russian and Bulgarian markets called Danone Classic Drink and a rich high-cream formula called Valshebstvo (Magic).

Yogurt consumption in Bulgaria -- and to some extent Romania and Russia -- is unique in that consumers traditionally shake a popular form of yogurt called ayran -- produced by hundreds of local dairies - from the container and drink it rather than spoon it.

Local agency Princeps has created ads with the tag line "Yogurt for drinking."

The creamy yogurt called Valshebstvo is already available under different brand names in Romania, the Czech Republic, Slovakia, Poland and Russia. Princeps' ad for the product shows a family sampling the various flavors, and was adapted from a Polish spot. A print version also appears in consumer magazines.

Copyright November 2000, Crain Communications Inc.

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