The Dannon company is a worldwide famous manufacturer of yogurt and other milk products. However, some years ago this yogurt company was only a secondary importance enterprise of France. Although realizing it, the Dannon management and its advertising agency partner made all possible efforts to create and launch such advertising campaigns, which would not only crucially reposition the Dannon's products in the market, but also would win for the company a leading position in it.
After some years of work and some efforts, the Dannon company was able to become the 5th largest France enterprise. It had to make only a few more steps to win a complete leadership, but those steps seem to be the hardest. Nevertheless, Dannon was able to make them and to become number one enterprise of France.
As it has been already mentioned, the company's amazing and creative advertising campaigns were of a great importance and had caused a major impact on Dannon's fast progress. One of such highly creative and efficient advertising campaigns was the old people in Russia or else called In Soviet Georgia campaign. The first adverts of the old people in Russia Dannon advertising campaign appeared in media in the year of 1975. The old people in Russia was also one of the Dannon's major advertising efforts, launched in the United States of America.
Through this advertising campaign Dannon started to reposition its yogurt products as some sort of health products, as the old people in Russia advertising campaign illustrated the fact that people in Georgia consume much yogurt products and this greatly contributes to their good health and their long years of life. Georgia is one of the countries, where people have a very long life, which often surpasses the term of one hundred years.
The old people in Russia advertising campaign was created for Dannon by the Burson-Marsteller public relations agency. The first old people in Russia advertising campaign print and television ads appeared in the US media in the year of 1975. The campaign was carried through such major editions as the TIME and Newsweek. The old people in Russia advertising campaign received Its extension in the years of 1976, 1977 and 1978.
The TV commercials of this Dannon campaign showed Georgian farmers, their age, which mainly ranged from ninety five up to one hundred and five years old and related such long years of life with consuming of yogurt products by them. One of the trailers showed a farmer, named Bagrat Topagua, and his mother. He was eighty nine years old and he ate Dannon yogurts. The off screen voice said: "Eighty nine-year old Bagrat Topagua... ate two cups. That pleased his mother very much."
As you may see, this Dannon campaign was able to strongly connect the company's yogurt products with a positive concept of good health and repositioned Dannon's products as the health ones. Moreover, Dannon's old people in Russia advertising campaign was noticed and praised by many industry professionals. In fact, it has even taken the eighty nineth position in the one hundred best advertising campaigns ranking of the 20th century.