French dairy giant Danone has refreshed its corporate identity with a new tagline - ‘One Planet. One Health’ - to push its sustainability and health credentials.
The new branding hopes to highlight Danone’s ambition to “reconnect people with the food they eat” by calling consumers and other food brands to join its ‘Alimentation Revolution’ - a movement that promotes healthy and sustainable eating habits.
Rolling out from 7 July, the new tagline will be endorsed via Danone’s brands, including Activia, Alpro and Actimel from 2018.
“At Danone, we believe that each time we eat and drink, we can vote for the world we want,” said Emmanuel Faber, Danone CEO.
“That’s the heart of the Alimentation Revolution, a movement which calls for the adoption of healthier and more sustainable ways of designing, producing and marketing food. We are convinced that embracing this movement is the best way to ensure long-term business success,” he added.
“We see our commitment to a radical transformation of our activities to be more local, environmentally friendly, inclusive and transparent as a fundamental requirement to achieve our objective of profitable, strong and sustainable growth.”
It follows “slow sales” for Danone brands in the first quarter of the year, with overall sales at €5.46bn (£4.82bn), down 2.6% in volume and up 3.3% in value.
The dairy company admitted the relaunch of its Activia brand last September had failed to turn its fortunes around, after repositioning Activia as a more premium “aspirational lifestyle brand”.
Danone said the sales results following the refresh were “below expectations”, despite recruiting cyclist Victoria Pendleton and singer Katherine Jenkins as ambassadors to promote the relaunch.
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