Danone launches, on Romanian market, a new range of dairies, “Traditions”, bringing in consumers’ attention the good tastes inspired by Romanian traditions
“Traditions” evokes the traditional decorations and colors, placing the fresh taste of products in an authentic and Romanian atmosphere where the main character is a spry and energetic rooster.
The rooster is a traditional Romanian symbol, found many times in folklore; we considered it is the best emblem to describe Traditii dairy range, tradition being for each of us a respected value, and we contribute each day to building it. Through the new range, we want to bring in consumer’s attention good tastes, as they were sometimes
Marketing Director Danone South-Eastern Europe
AMPRO Design provided branding and packaging services for the new dairy range.
The objective was to create an independent brand. Traditii from Romania, that would get attention at shelf immediately, but that will also inspire trust and insure loyality. We combined the organic structure of earth pots with manually made paintings, obtaining an unique approach that is obvious and gives a natural aspect, traditional, in a hand-made style. The central figure of the new design is a Romanian traditional rooster, inspired by paintings on the old local ceramic pots, which is now integrated on the logo of the new brand. The rooster was given a new role, to announce the sunrise, meaning the time to start a new day with a good breakfast, in which a fresh product appears and it is for the 1st time on consumers table
Creative Partner AMPRO Design.
The new brand is promoted with TVCs and BTL activities.
For us, it was a challenge from the beginning until the end. We drew 10 models of roosters and 17 models of cows. We made unnumbered combinations between the presented typologies until the rooster was chosen as winner. There were drawn 240 drawings for each character, drawings that were scanned, cleaned and than colored in order to obtain the final animation. At the casting for rooster’s voice were invited 6 actors. There were 3 weeks of work that ended with a 25 seconds TVC that we’re very proud of
Coordinator ATL project, Broadcast Studio.
The teams working on the campaign were:
- Danone: Ozge Aydemir – Brand Manager, Robert Iancu – Brand Manager, Sophia Petrova – Brand Marketing Manager, Andrei Dumitrascu – Senior Brand Manager.
- Broadcast Studio ATL team : Viorel Radulescu – Project Coordinator, Matt Vane – Director, Razvan Vrabie – Animations, Bogdan Sturza – Compositing & 3D Artist, Dan Stratulat – 3D Artist.
- AMPRO Design: Irinel Ionescu – Creative Director, Ana Poiana – Project Manager, Alin Patru – Ilustrator, Danubiu Barzu – Prepress, Raluca Popan – Junior Designer.