| Title | Handstand |
| Agency |
Moss/Dragoti
|
| Campaign |
Spring to Life - Dannon
|
| Advertiser |
Danone
|
| Brand |
Dannon
|
| Posted | March 2002 |
| Product |
Natural Spring Water
|
| Business Sector | Mineral, Sparkling & Bottled Waters
|
| Tagline | Spring to life. |
| Story | Portraying children with dads and grandfathers quickly conveyed to mom that Dannon Natural Spring Water was a product that contributed to the health, vitality and well-being of the entire family. The resulting campaign retained the previous tagline, Spring to Life but elevated it to headline status. Additionally, the new work more effectively linked the strategy and execution, substantially increasing the relevance and persuasion, to consumers. |
| Philosophy | By leveraging the Dannon brands strong association with health, the strategy was to present the long term vitality benefits that result from drinking Dannon Spring Water everyday, thereby establishing habit and encouraging increased consumption. |
| Problem | The challenge for Dannon was to create brand relevancy in a new category. The Dannon brand was associated with yogurt, as the water category was heavily dominated by beverage leaders with critical distribution advantages. |
| Media Type |
Billboard
|
| Market | United States |
| Art Director |
Mark Fennimore
|
| Creative Director |
Patrick Carella
|
| Account Manager |
Kerry Kane
|
| Copywriter |
Arlene Jaffe
|
