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

Tesco-Booker deal gets green light as UK grocery landscape shifts

Here in the UK, we've had two significant pieces of M&A news in the grocery retail channel in the last 24 hours....

BLOG

Getting the basics right online

Failed launches cost grocery brands operating in the UK over GBP30m per year - but ironing out mistakes made in listing new products online could help improve marketeers' chances of success, according...

BLOG

US trade body GMA loses another high-profile member

Just months after Campbell Soup Co. decided to leave The Grocery Manufacturers Association, the US lobby group is to see another major member leave....

just-food homepage



Forgot your password?