Activia Design & Branding ACTIVIA by Team Creatif

ACTIVIA

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Industry Yogurt
Media Design & Branding
Market France
Agency Team Creatif
Creative Director Camille Riboud
Designer Fanny Bouffier
Released March 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: GROUPE DANONE
Product/Service: PACKAGING
Agency: TEAM CREATIF
Date of First Appearance: Mar 5 2010
Entrant Company: TEAM CREATIF, Paris, FRANCE
General Director: Olivier Delamea (Danone)
Brand Marketing Manager: Nativité Rodriguez (Danone)
Senior Production Manager: Flore Auge (Danone)
Marketing Director: François Rillet (Danone)
Client Services Director: Marie Pierre Gamby (Team Creatif)
Account Director: Karen Lasfargues (Team Creatif)
Creative Director: Camille Riboud (Team Creatif)
Design Implementation Manager: Valérie Wrobel (Team Creatif)
Designer: Fanny Bouffier (Team Creatif)
Chief Executive Officer: Sylvia Vitale Rotta Craig (Team Creatif)
Media placement: Diary Product - Supermarket - Avril 2010

Describe the brief from the client
For more than 40 years, Danone has made a commitment
oto the Sustainable Development for Environmental Protection.
In the summer of 2010, Activia does away with its cardboard packaging.

Describe the challenges and key objectives
An opportunity to recreate the design and the packaging.

Describe how you arrived at the final design
Before the packaging was too identical to others, with a lot of cardboard used.

DESIGN SOLUTION
-Treat the two surfaces as a unique facing.
-Capitalise on the strength of the brand.
-Empowering the segmentation of the families.

Give some indication of how successful the outcome was in the market
+14.8% increased sales (April 2010 vs April 2008, Danone internal sources).

1,280 tonnes less on cardboard (Danone internal sources).

A little act for a great result!