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CHALLENGE
Building a citizen brand, uplifting its positioning, legitimizing it, and making it relevant, re-connecting with its consumers and society and aligning it with Danone’s corporate strategy: “One planet, One health”.
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DEVELOPMENT
Killer issues’ diagnosis, identifying capabilities and positives to determine the pillars for the citizen brand and to formulate purpose and activation territory in on-going consultation with stakeholders and consumers. Development and activation of an action plan for the brand’s ecosystem of agencies to bring to life.
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ACHIEVEMENTS
Reaching a sound, legitimate and differentiated purpose. Defining and activating an equally differentiated action plan and territory, internally aligned within the organization (sustainability, communication & marketing departments).
