The products are divided among three categories. Grany, Florina, and Vitamilk are targeted at the health-conscious consumer; Prince, including the Roller, Cake, Pocket, Wafer, and Chocolate are for the children's market, while Regatta, Pim's, Amore and Pepito have been well-known to Czech consumers as luxury brands for several years but are now available under the Danone name for the first time.
Euro RSCG Prague, which handles the Danone account throughout Central and Eastern Europe, produced advertising for the 15 new products. Agency Managing Director Gilles Berouard says the challenge from a marketing point of view was to successfully make a brand extension from Danone yogurts to cookies.
"The biscuit line positioning is meant to enrich the Danone claim, following the Danone Yogurt umbrella claim, 'Health which Tastes.' The biscuit range carries the claim 'Giving Good for Your Goodness,' which gives a wider dimension to the yogurt claim and brings the brand closer to the consumer" he explains.
Two television commercials were filmed in South Africa which will be used throughout the region. One features the Prince biscuit line and the other promotes the entire Danone umbrella line. In the Czech Republic, television spots on Czech Television and TV Nova will run for two months and are supported by 340 billboard ads and numerous product sampling activities.
Several below-the-line promotions are running to target both trade and consumer markets. Consumers can enter a lottery to win a Mediterranean vacation with nine proof-of-purchase bar codes. Other consumer prizes include mountain bikes, sports bags, back packs, and T-shirts, and trade representatives are given mobile phones, sports bags, and T-shirts depending on the amount of product sold.
Copyright April 1997, Crain Communications Inc.