Blog: Katy AskewDanone goes beyond digital marketing

Katy Askew | 20 February 2014

Starbucks JV will help Danone target 170m US consumers, French group

Starbucks JV will help Danone target 170m US consumers, French group's CEO said

Danone is hoping to reach out to US consumers and "educate" them on the merits of dairy through its joint venture with Starbucks, CEO Franck Riboud suggested today (20 February).

Speaking during a conference call to discuss the group's full-year results, Riboud insisted the tie-up, which was announced last summer, goes far beyond representing a "new channel" for Danone. Instead, he argued, it is a new way to interact with consumers.

"It is much more than a new channel. It is my Facebook, my Google. Why? Because every morning in the US, 170m consumers have had their breakfast and go into a Starbucks... and they will explain to them fresh dairy."

There is an almost subversive element to this approach, which goes beyond conventional and even digital marketing. Danone is feeding into established consumption patterns and altering them from within. A smart way to boost US yoghurt consumption, which still significantly trails European consumption levels.

Sectors: Advertising & labelling, Dairy

Companies: Danone

BLOG

Yildiz "eyes silver" in global snacks

Yildiz Holding reportedly wants its snacks business to overtake Kellogg and become the world's second-largest snack manufacturer....

BLOG

just-food at CAGE

Nestle, Danone, Kerry Group and Tyson Foods are among the multinational consumer goods manufacturers presenting next week at the Consumer Analyst Group of Europe conference in London - of which just-f...

BLOG

Thai tuna scare puts Australian food safety back in spotlight

Food safety in Australia has rapidly become a politicised issue after two recent scares – involving berries packaged in China and, most recently, tuna canned in Thailand – have brought the safety of f...

just-food homepage



Forgot your password?