Danone changes yogurt’s packaging on Romanian market

Ads, Branding, Business, Creativity


Danone Romania changes the packaging for half of its yogurts portfolio, launching a new yogurt glass based on the idea of “Keep It Simple & Safe” (KISS). The new packaging will be promoted with a national communication campaign, scheduled to run between May and July 2015.

The new packaging has a special design, unique on Romanian market, registered by Danone and a specific color for each product. Brands who will have a new packaging represents almost a quarter of yogurt market and are part of ranges likeDanone Natural, Activia, Danone Delicios, Danonino, Cremosso and Danone Disney. The new packaging is more ergonomic, with a round base which makes it more friendly and easier to use.

The change at packaging level will be communicated with an integrated campaign which will consist in TVCs, outdoor in several Romanian cities, unconventional sampling, PR, in-store, online and social media activation, special online pages.

Danone glass reinvents itself for the first time in the last 16 years since its entrance on Romanian market, and its form was, over the time, a distinctive element of the brand. KISS is our most recent innovation, the results of over 2 years of Group’s researches and investments in developing an unique technology, and we are happy that Romania is the first country in Eastern Europe where Danone implements it

With the new KISS glass, we want to offer to Romanians a new and improved consumption experience, to differentiate ourselves and bring a plus of simplicity, elegance and uniqueness on the busy yogurt market (…)

Anca Stroe,

Marketing Director Danone South-Eastern Europe

The relaunch of Danone’s portfolio needed an investments of RON 10M and was based on modernization and implementation of an unique tech in Danone’s factory in Bucharest.