It takes more than the wave of a wand to develop exciting

lop exciting
It takes more than the wave of a wand to deve
awareness,
promotions that cut through the clutter, create
address consumers in relevant ways and truly build brands and sales.
keters, strategic thinkers,
It takes experienced national and local mar
and exceptional creatives like the professionals at Vertical Marketing Network.
Together, they work their own brand of magic turning the ordinary into the
extraordinary and exciting audiences of of shoppers and retailers alike.
(A little fairy dust or bibbity bobbity boo can come in handy once in a while, too!)
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D
annon yogurt held a national leadership position, but lagged behind in the Southern
California marketplace. A strategic initiative was placed behind Dannon’s kid
friendly brand, Danonino. Knowing that yogurt consumption is strong in the Hispanic
community, Vertical Marketing Network and Dannon saw an opportunity to reach these
consumers through a variety of engaging platforms and by leveraging a national partnership with Disney to their local grocers. Understanding how to reach the target
was key. Using a multi-faceted program to engage and motivate the shoppers at
Hispanic retailers, the agency developed an in-store activation program that stirred
imaginations and ignited sales.
How It Worked
Together with Dannon and Disney, Vertical Marketing Network created a shopper
marketing program that leveraged the magic of Disney for the Danonino brand. Bilingual
brand ambassadors, custom point-of-sale and exclusive retail promotions strengthened
presence and community visibility. By tapping into Hispanic shopper, having the chance
to win a family trip to Disney theme parks, and incentivizing multiple Danonino purchases
with Disney-branded premiums, Danonino became a star brand within the Hispanic
community. And by integrating a national partnership into a local, targeted campaign and
by using in-store promotions and face-to-face engagement activities, Danonino increased
awareness and sales with Hispanic families in an entertaining manner.
Key Take Away
Through the magic of a well-defined strategic plan, an exciting partnership, in-store marketing
precision, a sustainable retail presence and a little bit of abracadabra, Danonino became the
top kids’ yogurt brand with Hispanic market retail accounts. Ongoing efforts have empowered
Dannon sales representatives to leverage new item distribution, avoid margin compression, obtain better retail pricing and achieve reduced or no cost ads at top retailers. Vertical
Marketing Network’s Danonino - Disney program was a huge success, establishing a new base
of brand loyal consumers.
Creating. Communicating. Connecting
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