Danone has focused firmly on environmental issues in the marketing of its new organic yoghurt, Les 2 vaches des fermiers du bio.
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Just after President Jacques Chirac’s traditional New Year’s Eve address, on prime time TV, Danone occupied a 30-second ad spot during which the two cows, to the backdrop of the presidential palace, launched the slogan: “It’s the planet that needs our good wishes this year!”
Last week, the marketing campaign moved to France’s major public thoroughfares, with the two cows handing out pre-addressed postcards to passers-by, which they were invited to send candidates to the country’s forthcoming presidential election asking them what they planned to do for the environment.
Another ‘green happening’ saw the two cows distribute 200,000 yogurts at railways stations with the message: “Thanks for taking the train and reducing pollution.”
