Abstract:

2016 was coming to an end but in Danette we had no reasons to celebrate. Since 2013 the brand had decreased 23% its volume and 26% its penetration. As we knew consumers still loved our products we revised our communication. For 3 years we had been talking about Danette as a family sharing product, both tasty and kind of healthy. After 6 months of combining traditional market research with deep social network listening we achieved a much better understanding of Danette’s positioning in sweet-cravers life, turned over our communication strategy, executed a 360 campaign born in Twitter and grew +34%.