Brand Repositioning for Danimals Yogurt

1. danimals
Brand Repositioning

2. Buyer Persona

3. Creative
Strategy

4. Strategy
Our Objective:
Reposition Danimals brand in our target market by 30% by the end of 2024

5. The Real Problem
Too many similar options for kids’ snacks exist in the market

6. Big idea
“Make anywhere your playground: danimals”
● The campaign aims to position Danimals as a brand that
promotes socialization and play in young kids.
● The Danimals product is one that parents can give to
their children to encourage imagination and play.

7. Big idea
Our main concept:
Danimals is the superhero of playtime
● Danimals is the key that enables kids to get active and
empower them to play anywhere, anytime
● Leverages on Danimals’ unique branding for kids’ yogurts.

8. Out Of Home Ads
● Bus wraps with Danimal
smoothie bottles, those
sitting in the seats would
line up with the characters
on the bottles

9. Out Of Home Ads
● Billboards
show the
yogurts with an
extension of a
cape showing
the yogurt as a
superhero

10. Pop-Up: Danimals at the San diego
zoo
● Danimals Takeover:
“Superheroes at the Zoo”
● Special up-close
interaction with zoo
animals
● Scavenger hunt: “Can You
Save the Zoo?” using
Danimals-themed clues
● Danimals yogurt snacks,
capes for kids, and
product vouchers for
parents provided
● Animal face-painting

11. Social
Media

12. Social Media
● “Show off your superhero”
● Parents send videos of their kids playing and being creative
● Tweens can join in too
● Utilize mom vloggers, tiktokers, etc
● Using video submissions, create social media ad and YouTube video montage with a feel good
family vibe
● Showcases that Danimals empowers playtime and family time

13. Commercial

14. *Kid opens up danimals, the lid turns
into a cape*
(SFX): Whoa!
Female: From all around the
world, you can play: ____
*insert sport/activity*
Kid: Hey Bongo!
*He joins into playing with the kids
*Series of fast paced clips of all the
children taking a sip of the Danimals
All kids in sync: make anywhere your
playground!
Children from all around the world
experiencing different types of play
(soccer, basketball, baseball, tag,
hide & seek, etc.)

15. Media Tactics
Social
Media
Out of home
The bus wraps and billboards are
eye catching visuals that allow
passengers and bystanders to
visualize themselves as the
superhero of playtime
Pop Up
This event, located at the most visited
zoo in the U.S., will stimulate fun and
positive awareness of the Danimals
brand among our target audience and
their kids
The target audience will be reached
via Facebook and Instagram. They
will be encouraged to engage with
the brand like their favorite
influencers and bloggers
Hulu &
disney+
Commercial
The target audience watches Disney+
with their kids and Hulu on their own.
This is an effective medium to reach
them while they are enjoying
imaginative and fun shows

16. Fin!