Based on their international markets, Danone wanted to focus on high protein yoghurt; specifically Greek yoghurt. We gathered insights proving that the Greek category was unknown to the Australian marketplace, but a focus on high protein with low sugar and fats, would be highly differentiated.
NEW PRODUCT DEVELOPMENT
POINT OF SALE
With this new product, ambrands not only named it, but created the whole brand look and feel including logo and pack designs. Claiming a strong connection for protein and standing out in a sea of sameness within the dairy category, we saw the white space opportunity as bold and black. In an almost exclusively white category, we created a black pack to communicate the strength of the proposition and take the high ground - then the only high protein yoghurt.
YoPro was the most successful NPD in Australia in 2018, was the most commercially successful NPD across all aisles in all major stores in Australia for 2018 and has since expanded into 6 different product categories types.