{"id":6357,"date":"2021-04-19T10:56:12","date_gmt":"2021-04-19T09:56:12","guid":{"rendered":"https:\/\/www.globe-shopper.fr\/?post_type=case_study&p=6357"},"modified":"2021-04-19T11:45:25","modified_gmt":"2021-04-19T10:45:25","slug":"lancement-shopper-dune-nouvelle-gamme-danonino","status":"publish","type":"case_study","link":"https:\/\/www.globe-shopper.fr\/fr\/case-study\/lancement-shopper-dune-nouvelle-gamme-danonino\/","title":{"rendered":"Danonino – Lancement d’une gamme sans sucres ajout\u00e9s"},"content":{"rendered":"

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COMMENT SOUTENIR LE LANCEMENT S<\/span><\/span>HOPPER DE L\u2019INNO DANONINO SANS SUCRES AJOUTES\u202f?<\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/h2>\n

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<\/span><\/span><\/div>\n\n [vc_video link=\u00a0\u00bbhttps:\/\/www.youtube.com\/watch?v=z-JHqewiWtU\u00a0\u00bb el_width=\u00a0\u00bb60″ align=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

Suite \u00e0 une campagne d\u2019<\/span><\/span>activation<\/span><\/span>\u00a0<\/span><\/span>de\u00a0<\/span><\/span>marque<\/span><\/span>\u00a0<\/span><\/span>r\u00e9ussie<\/span><\/span> fin 2019, Danonino nous a lanc\u00e9 un nouveau challenge en 2020 pour le lancement de sa nouvelle gamme de produits sans sucres ajout\u00e9s. L\u2019objectif ? Se r\u00e9approprier sa place de leader sur le march\u00e9 du Suisse aux fruits. Challenge <\/span><\/span>accepted<\/span><\/span><\/em>\u00a0<\/em>et\u00a0<\/span><\/span>completed<\/span><\/span><\/em>\u00a0<\/em>\u00e0 travers notre campagne d\u2019<\/span><\/span>activation<\/span><\/span> 360\u00b0 \u201cLa Cabane de Dino\u201d.\u00a0<\/span><\/span><\/strong><\/p>\n

 <\/p>\n

Danonino d\u00e9cide de s’adapter aux tendances du march\u00e9<\/span><\/span>\u00a0<\/span><\/strong><\/h4>\n

La consommation de sucre <\/span><\/span>est trop \u00e9lev\u00e9e chez les enfants\u00a0<\/span>e<\/span><\/span>n<\/span>\u00a0France.\u00a0<\/span><\/span>57% des parents<\/span><\/span>\u00a0affirment surveiller la consommation de sucre de leurs enfants et de ce fait, leur choix de produits alimentaires en d\u00e9pendra.\u00a0<\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

Danonino<\/span>\u00a0parie alors sur sa nouvelle gamme<\/span>\u00a0sans sucres ajout\u00e9s, alliant sant\u00e9, respect de la plan\u00e8te et \u00e9quit\u00e9. Des produit labellis\u00e9s\u00a0<\/span>Nutriscore<\/span><\/b>\u00a0A<\/span><\/b>\u00a0qui ont pour but de regagner la confiance des parents et de les soutenir dans leur d\u00e9marche. Moins de sucre, plus de place pour les fruits\u202f: la marque prend le parti de composer ses yaourts \u00e0 base de lait fran\u00e7ais en y ajoutant 40% de fruits, et donc, plus de saveur. Les go\u00fbts, eux, seront cr\u00e9\u00e9s \u00e0 base de fruits connus de tous, tels que la pomme, la banane ou la fraise, ainsi que des fruits un peu plus originaux comme la mangue, la betterave ou la carotte, afin d\u2019\u00e9duquer toujours un peu plus \u00e0 la naturalit\u00e9.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

La marque\u00a0<\/span>a pour ambition d\u2019accompagner les enfants dans leur croissance en proposant ces produits naturels et bons pour leur sant\u00e9, sous un ton\u00a0<\/span>friendly<\/span><\/i>\u00a0et rigolo.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Une op\u00e9ration d’activation\u00a0<\/b><\/h4>\n

Etendue\u00a0<\/span>sur toute la France,\u00a0<\/span>l’op\u00e9ration multi <\/span>touchpoint<\/span><\/i>\u00a0veut gagner le c\u0153ur des enfants comme des parents. La d\u00e9gustation\u00a0<\/span>\u00e9tait\u00a0<\/span>la cl\u00e9 principale de l<\/span>a campagne de<\/span>\u00a0brand activation<\/span>\u00a0<\/span>afin<\/span> de faire d\u00e9couvrir les nouveaux produits plus naturels et plus savoureux.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

La marque aspire \u00e0 grandir avec les enfants, en leur apportant joie, proximit\u00e9 et naturalit\u00e9. Le personnage de\u00a0<\/span>Dino a alors incarn\u00e9 la marque et sa gamme \u00e0 100%. Une strat\u00e9gie <\/span>storyselling<\/span><\/i>\u00a0afin de se personnifier et de cr\u00e9er un lien plus direct avec les enfants, prescripteurs principaux de ce march\u00e9. C\u2019est alors au sein des GMS,\u00a0<\/span>malls<\/span><\/i>\u00a0et sites affinitaires que Dino a install\u00e9 sa cabane afin de pr\u00e9senter son univers naturel, gourmand et rigolo. Des lieux tr\u00e8s fr\u00e9quent\u00e9s par les familles et attractifs pour les 3-6 ans.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Concern<\/span>ant les installations, tout a \u00e9t\u00e9 travaill\u00e9 par GLOBE FACTORY<\/a> pour la simplicit\u00e9 de leur mise en place sur un syst\u00e8me de\u00a0<\/span>plug &\u00a0<\/span><\/i>play<\/span><\/i>\u00a0pour une logistique rapide et efficace. La PLV et les habillages seront aux couleurs du nouveau\u00a0<\/span>branding<\/span><\/i>\u00a0de la marque, vitamin\u00e9 et ludique, respectant les codes graphiques du naturel (effet kraft, illustrations crayonn\u00e9es).\u00a0<\/span>Tous les dispositifs sont\u00a0<\/span>\u00e9co<\/span>\u00a0<\/span>con\u00e7us\u00a0<\/span>pour rejoindre la d\u00e9marche RSE de\u00a0<\/span>Danonino<\/span>.<\/span><\/p>\n

\u00a0<\/span>\u00a0<\/span><\/p>\n

Les visiteurs pouvaient alors d\u00e9guster l<\/span><\/span>a derni\u00e8re recette sans sucres ajout\u00e9s :<\/span><\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/strong><\/h4>\n

En\u00a0<\/span><\/b>in-store\u00a0<\/span><\/b>:<\/span><\/b>\u00a0<\/span><\/h4>\n

Dans les GMS, les <\/span>shoppers<\/span><\/i>\u00a0<\/span><\/i>ont pu retrouver\u00a0<\/span>une animation commerciale originale sous forme d’un corner<\/span>\u00a0d\u00e9di\u00e9 \u00e0 la d\u00e9gustation de ce nouveau produit.\u00a0<\/span>Un\u00a0<\/span>photocall<\/em>\u00a0<\/em>\u00e9tait install\u00e9 pour attirer et divertir les passants, et permettait aux enfants de cr\u00e9er un lien avec la mascotte. Une \u00e9quipe\u00a0<\/span>d<\/span>e promoteurs\u00a0<\/span>form\u00e9e \u00e0 cette nouvelle gamme \u00e9tait pr\u00e9sente pour informer et guider les acheteurs lors de leur exp\u00e9rience<\/span>\u00a0et une PLV\u00a0<\/span>dessinant\u00a0<\/span>une marelle en direction des articles pour favoriser la mise en caddie.<\/span>\u00a0<\/span><\/p>\n

En d<\/span><\/b>rive to store\u202f: <\/span><\/b><\/h4>\n

Dans les centres commerciaux,\u00a0<\/span>lieu familial le plus proche du point de vente, la cabane de Dino accueillait enfants et parents et proposait\u00a0<\/span>un parcours\u00a0<\/span>exp\u00e9rientiel<\/span>\u00a0<\/span>avec entre autres d<\/span>es blind tests, un moyen ludique de d\u00e9couvrir les nouvelles saveurs, un peu plus originales que les yaourts pour enfants classiques,\u00a0<\/span>des\u00a0<\/span>stickers alphabet\u00a0<\/span>p\u00e9dagogiques\u00a0<\/span>ou encore un\u00a0<\/span>photocall<\/em>\u00a0<\/em>pour permettre aux enfants de garder un souvenir de leur rencontre avec Dino.<\/span>\u00a0<\/span><\/p>\n

O<\/span><\/b>n the go :<\/span><\/b>\u00a0<\/span><\/h4>\n

L<\/span>e but \u00e9tait d\u2019\u00eatre pr\u00e9sent\u00a0<\/span>en\u00a0<\/span>out<\/span>–<\/span>store<\/span>,\u00a0<\/span>dans des lieux ou\u00a0<\/span>\u00e9v\u00e8nements<\/span>\u00a0<\/span>familiaux<\/span>. C\u2019est alors\u00a0<\/span>\u00e0 proximit\u00e9 des parcs Parisiens<\/span>\u00a0<\/span>q<\/span>ue l\u2019on pouvait retrouver les \u00e9quipes d\u2019animation en roadshow<\/span>\u00a0pour une activation\u00a0<\/span>out store<\/span>, qui proposaient aux\u00a0<\/span>promeneurs une<\/span>\u00a0petite collation\u00a0<\/span>healthy<\/em>\u00a0<\/em>\u00e0\u00a0<\/span>d\u00e9guster.<\/span>\u00a0<\/span><\/p>\n

Et pour chacune des installations,<\/b> a<\/span>fin d\u2019acc\u00e9l\u00e9rer le\u00a0<\/span>processus d\u2019achat, des bons de r\u00e9duction imm\u00e9diate \u00e9taient offerts sur tous les points d\u2019animation. Au verso de ces derniers, un carnet d\u2019activit\u00e9s aux couleurs de la marque a \u00e9t\u00e9 pens\u00e9 pour les enfants.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Cette campagne d\u2019activation, d\u00e9ploy\u00e9e en pop-up store, street marketing et animations commerciales en point de vente, a permis \u00e0 Danonino d’asseoir le nouveau positionnement de ses nouvelles recettes plus respectueuses de la plan\u00e8te et meilleures pour la sant\u00e9 de nos enfants.\u00a0\u00a0<\/em><\/p>\n

Aussi g\u00e9n\u00e9ratrice de contenu pour Danone,\u00a0cette\u00a0op\u00e9ration\u00a0profitera de\u00a0cette\u00a0activation\u00a0marque\u00a0pour communiquer sur le lancement de sa derni\u00e8re gamme.\u00a0Une\u00a0op\u00e9ration\u00a0successful, au service de l\u2019image de marque tout en boostant les ventes.\u00a0<\/em>[\/vc_column_text][\/vc_column][vc_column][\/vc_column][\/vc_row][vc_row][vc_column]\n

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KPI<\/p><\/div>\n\n

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\n En savoir +<\/a>\n <\/div>\n\n [\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text el_class=\u00a0\u00bbvn-centered-title\u00a0\u00bb]<\/p>\n

D\u00c9COUVREZ NOTRE SAVOIR-FAIRE ET NOS AUTRES M\u00c9TIERS<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"featured_media":6359,"template":"","acf":[],"yoast_head":"\nDanonino - Lancement d'une gamme sans sucres ajout\u00e9s - Globe Groupe<\/title>\n<meta name=\"description\" content=\"Globe pr\u00e9sente son op\u00e9ration d'activation shopper pour le lancement de la nouvelle gamme Danonino de suisses au fruits sans sucres ajout\u00e9s.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.globe-shopper.fr\/fr\/case-study\/lancement-shopper-dune-nouvelle-gamme-danonino\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Danonino - Lancement d'une gamme sans sucres ajout\u00e9s - Globe Groupe\" \/>\n<meta property=\"og:description\" content=\"Globe pr\u00e9sente son op\u00e9ration d'activation shopper pour le lancement de la nouvelle gamme Danonino de suisses au fruits sans sucres ajout\u00e9s.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.globe-shopper.fr\/fr\/case-study\/lancement-shopper-dune-nouvelle-gamme-danonino\/\" \/>\n<meta property=\"og:site_name\" content=\"Globe Groupe\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-19T10:45:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.globe-shopper.fr\/wp-content\/uploads\/2021\/04\/JardinAccl-6-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"391\" \/>\n\t<meta property=\"og:image:height\" content=\"820\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.globe-shopper.fr\/fr\/case-study\/lancement-shopper-dune-nouvelle-gamme-danonino\/\",\"url\":\"https:\/\/www.globe-shopper.fr\/fr\/case-study\/lancement-shopper-dune-nouvelle-gamme-danonino\/\",\"name\":\"Danonino - 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