Danonino, the fresh dairy brand for children from Danone, has launched its first global integrated marketing campaign.
The Say Yes initiative is centred on the statement “great journeys start with yes” and will encourage parents to foster their children’s autonomy and development by allowing them to explore and make their own choices from early childhood.
Incorporating television, print, digital, outdoor, point-of-sale and PR activity, the campaign has been launched in France, Germany and Spain, with further executions across key markets in Europe, South America and North America.
The campaign platform was created by Y&R as part of an integrated WPP agency team, Danone said. It will reinforce the brand’s belief that parents are promoting a healthier and better future for their children when they make autonomy and adventure a focal part of their children’s development.
Danonino global marketing director Patricia Oliva said: “The objective of Danonino’s first global campaign is to spread the new brand purpose to nurture kid’s autonomy for a happy tomorrow.
“This is an exciting time for Danonino with the launch of Say Yes. All touch points of the campaign were created with the aim to support parents on their journey to encourage, nurture and teach their kids, and we look forward to seeing it go live across the globe.”
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