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The yoghurt and dairy-based drinks market is one of the fastest growing segments in Brazil; and what with the increase in spending power, the latest launches directed at both adults and children have generated a great increase in sales within the category. Despite this, Danone, both the market leader and sector benchmark, had not invested heavily for quite a while in a very important slice of this market: the youth. After extensive research, listening, observing and monitoring this generation of young people, Danone identified a great opportunity to reposition its traditional brand Dan’up (with a presence in the market since 1985 and over 10 years without receiving significant investment) and created a proposal for an innovative product capable of matching the rhythm and culture of today’s youth, who characterize great freedom of expression, multi-connectivity and who are forever in constant change and development.
