Unifying Fragmented Brands: Danone’s Journey to Global Coherence

Challenge:

Danone faced a critical challenge: transitioning from a locally driven brand-building strategy to a globally aligned model. Over time, as Danone’s brands expanded beyond their founding markets in France and Spain into Europe, Latin America, and EMEA, they evolved in disparate ways. Local brand executions prioritised short-term sales, often shaped by culturally specific nuances, resulting in fragmented and inconsistent brand positioning globally. The challenge was to realign these “schizophrenic” brands under a cohesive global strategy while preserving their relevance in local markets.

Solution:

To address this, we conducted a thorough evaluation of Danone’s brands across key markets, categorising them based on their level of maturity and alignment with the company’s vision. Global trends in target user groups were studied, supported by qualitative research, expert consultations, and trend analysis. This allowed us to define new overarching global positions for each brand, ensuring they were rooted in both consumer insights and global trends.

The new global brand platforms were then filtered down to local markets, engaging relevant stakeholders and agencies to adapt the strategies for local execution while maintaining overall alignment.

Danonino: Previously fragmented across markets, with messages ranging from calcium and strong bones to edutainment, the kids’ brand was repositioned globally to champion children’s autonomy—standing against the rising trend of “helicopter parenting.” Supported by insights from parenting trends and child psychology, this new platform saw brand growth shift from -4 pp to +5 pp in the first year.‍

Oikos: Historically positioned as either “Greek,” “high-protein,” or “luxurious indulgence,” the brand lacked a cohesive identity. By studying the target audience of young professionals and identifying trends around mindful eating and self-care, Oikos was repositioned as “The O Moment”—a slow, indulgent antidote to the fast-paced lives of its audience.

Results:

Using this structured playbook—understanding local nuances, categorising existing executions, and aligning with global trends—Danone successfully realigned its portfolio of brands. Tactical local executions were brought into alignment with global strategy, delivering stronger brand consistency while maintaining relevance in local markets. This transformation not only unified the brand house but also drove measurable growth across key markets.