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Shaken & Stirred - Influential Brand Profiling and Positioning

Danone launches new Light & Free yogurt range with major campaign

Danone is launching a major TV and online campaign for its new Light & Free Greek-style yogurt brand.

The campaign, created by RKCR/Y&R in conjunction with digital agency Versus, will run across TV, Facebook, YouTube, Instagram and outdoor from Monday, May 16th.

In the TV and online ad, a young woman eats a Light & Free yogurt at the end of her lunch break. As she walks through the bright Miami sunshine back to work, her shadow dances and skips alongside her, showing just how good she feels about Light & Free. 

Mark Roalfe, Chairman, at RKCR/Y&R said “The launch of Light & Free, at a time when added sugar is so high on consumer’s agendas, is yet another demonstration of market leading thought from Danone. Our advertising campaign needed to match that ambition, and the vibrant streets of Miami, a strong creative idea and a killer soundtrack brings the feeling of Light & Free to life perfectly”.

“Working with RKCR/Y&R we’ve developed a really strong launch for the Light & Free brand, based in a sound strategic thought, developed in to a campaignable creative idea and excellently executed. We’re delighted to see how the brand grows as a result.”

Aloys De Parscau, Senior Brand Manager, Danone.