PRESS RELEASE
FOR IMMEDIATE DISTRIBUTION
NEW DANONE TV SPOT IS WHAT DREAMS ARE MADE OF
Boucherville, August 19th, 2020 – On Monday, August 17th, Danone Canada launched a new campaign to kick-off the repositioning of one of its most successful brands, OIKOS. To unveil the work, OIKOS has released a new 15 second TV spot that not only inspires consumers to reimagine their recipes by adding a creamy, delicious texture, it also invites them to experience a taste of the Mediterranean. Released today across Canada in both French and English – this commercial strengthens the brand’s promise of offering consumers creamy, vibrant flavours from the world’s best tasting yogurt brand. The new packaging – true to the brand’s Mediterranean feel – features a redesigned logo as well as an appealing spoonful of creamy yogurt, with the brand’s signature color.
Created in collaboration with North American agency TAXI, the spot features the new and improved OIKOS packaging on a dining table surrounded by vibrant, fresh dishes and wholesome ingredients. Consumers are transported to a dreamy moment of deliciously creamy textures and most vibrant taste, showcasing the great versatility of the brand.
“Oikos’ success in Canada as the leading Greek yogurt comes from its ability to bring to the market nutricious alternatives to moments of snacking and cooking with its wholesome ingredients and high protein content. As Canadians increasingly look to incorporate healthier options into their diet, including yogurt, the advertisement is intended to inspire them to consider adding the delicious creamy texture of OIKOS to their favourite dishes and snacks”, says Éric Maffert, Senior Director Marketing, Yogurt, Danone Canada. “With more time being spent cooking at home, consumers will discover in this new TV copy beautiful recipe ideas that include the delicious OIKOS taste and texture they know and love. We’re excited to give Canadians a yogurt that dreams are made of and encourage them to use the versatility of OIKOS to reimagine their cooking with a dash of the Mediterranean.” adds Delphine Gilbert, Portfolio Lead at Danone Canada. Oikos recipes are available at www.oikos.ca.
A national media campaign targeting Canadians with a mix of Eng. and FR broadcast partners such as Food Network Canada, Cooking Channel, CTV Drama, TVA Sports, Tele Quebec, Zeste, along with online video and social media, will allow consumers to discover the deliciously dreamy versatility of OIKOS.
Savour the deliciously creamy texture and vibrant flavours of OIKOS, available in a wide range of choices: Oikos, Oikos Triple Zero, Oikos Extra Creamy, Oikos High Protein and Oikos Organic.
Credits
Advertiser : Danone – OIKOS : Jeremy Oxley, Eric Maffert, Delphine Gilbert, Shafia El-Zammar, Anaëlle Héron, Arthur Sylvestre, Audrey-Ann Fortier
Agency : TAXI
Strategy : Lizzie Dabous, Amy Delafontaine
General manager : Emma Toth
Account-service : Andréanne Hétu, Philomène Chartier
Executive creative directors : Alexis Bronstorph and Kelsey Horne
Copywriting : Lorne Heller
Artistic director : Justin Luu
French writer : Laurent Francoeur-Larouche
Production director : Emilie Trudeau, Chantal Wakil
Production house : 4zero1 / Free Society
Director : David Scott
Direction of photography : David Scott
Post production : Post430
Sound : Circonflex
Media Strategy and Planning: Wavemaker
Public Relations: NATIONAL Public Relations
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About Danone Canada
One of Canada’s Top 100 Employers, Danone Canada is a business unit of Danone and operates from headquarter offices in Boucherville, Quebec, and Mississauga, Ontario. Danone Canada is the country’s largest consumer-facing Certified B Corporation®, dem¬onstrating that the company meets the highest standards of social and environmental performance, accountability, and transparency. Danone Canada’s ambition is to produce healthful dairy and plant-based products, as well as coffee creamers and beverages; to create economic and social value; and to nurture natural ecosystems through sustainable agriculture. Its portfolio of brands includes Activia®; Oikos®; DanActive®; Danone®; Silk®; So Delicious®; Light & Free®; YoPRO; Danette®; Stok; International Delight®; and more. For more information about the company, please visit danone.ca; facebook.com/danonecanada; Instagram (@danone.canada); Twitter (@DanoneCanada) or LinkedIn (Danone Canada).
About TAXI
TAXI is a North American brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. Founded in 1992, its principal offices are in Toronto, Montréal, Vancouver, and New York. TAXI works with client partners including Danone, Fido, Canadian Tire, Audi, Canada Life, Mark’s, Mohegan Sun, Diva Cup and Pfizer. For more information, visit agency.taxi. TAXI is part of the VMLY&R network, and a WPP company (NYSE: WPP).
About Wavemaker Canada
We believe there is always a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content and technology. The Wavemaker way is globally consistent. Fuelled by the world’s most powerful consumer data, we understand where and how marketing can intervene decisively to help brands win more sales.
Our 7,200 people across 90 markets have the deep knowledge, confidence and courage to provoke growth for some of the world’s leading brands and businesses.
We are a part of GroupM, WPP’s global media investment management company, with offices in Canada in Toronto and Montreal. Wavemaker Canada has been named on the ‘Great Places to Work’ list five years running, including recognition for Inclusion, Workplaces for Women and Mental Wellness. Discover more on wavemakerglobal.com, Twitter and LinkedIn.
For media inquiries, please contact:
Caroline Lavallée
Communications Director, DANONE Canada