Empty film set. In the center a canvas shows a giant frame with a plain Danone yogurt, a spoon and a text that reads, “Learn from your children.”

Danone

How to be the brand your consumers want you to be.

Context:

Brands are not what they say they are, but what consumers want them to be. 80% of consumers do not believe the social and environmental advertising messages of brands.

The objective of this project was to make Danone a brand and a relevant, honest and committed company.

The brand that consumers want.

Yogurt image leading to a video of young people announcing how they want brands to treat them.

Transformative solution:

Using the Activism Journey methodology, a strategic plan for social transformation was created based on three areas of action:

  • Revise and reorganize their current CSR strategy.
  • Establish an opportunity plan aligned with their brand values and communication strategy, “Let’s claim the good”.
  • Create of a sustainable long-term CSR plan to better understand consumer claims and expectations and to generate initiatives to provide solutions to consumer’s claims .

Fifteen young people pose looking at the camera. On their heads a sign reads, "Learn from your children."
Computer with the website of the action. Reclaiming what’s good.

Let’s claim the good.

Visit
Film shoot photo. Close-up of camera viewfinder, out of focus: boys and girls in the background.

Development:

  • Strategy
  • Research
  • Creative
  • Consulting
  • Videos
  • Redefinition values and social positioning of brand
  • Creation and execution of content
  • Social media

La Casa de Carlota & Friends is the first communication company in Spain to be recognized for its commitment to people and the planet.

B Corporations are a new kind of business that balances purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment.