The Greek style yoghurt segment is rather small but in full expansion. A number of private labels and FMCG producers offer their own variety of the traditional Greek yoghurt. Even though brand awareness of the original Danone Greek was more than 50%, they only achieved about 15% penetration. That’s why Danone chose to re-brand their Greek yoghurt concept.
Danone Greek changed into Oikos. By now, everyone knows the little old lady from the Oikos campaign who was omni-present throughout the re-branding campaign. She was also featured in the Oikos leaflet, which played an important part in the campaign. Danone integrated the leaflet in their media mix because of its ability to generate more awareness and reach better penetration results. The leaflet contained several coupons in order to activate consumers into buying. The campaign raised the brand awareness up to 60% and the penetration to more than 25%. Thanks to this campaign, Oikos took the lead in the Greek Yoghurt segment.
