Dino Dance
Strategy
Danone considers it its duty to inform children and parents about the healthy ingredients in Danoontje yoghurt (low in sugar, calcium for strong bones, no colourings or flavourings). But this is a far from easy task. Danoontje is still wrongly perceived as a very sweet snack. So the issue was: how do you convince the target groups about this detailed cognitive and rational information which is the last thing they want to hear?
Campaign
Spring developed a concept focusing on child day-care centres. A true children's song was composed and a dance created for it. This was called the Dino Dance. A special action pack was sent to all child day-care centres including the Dino Dance on DVD. They were asked to do the dance with the children. There was also a competition in which day-care centres could win some fabulous prizes. All they had to do was to Spring into action!
