The Dobré Ráno breakfast yoghurt brand had been on the Czech market for 5 years but was losing sales with a typical yoghurt package design that did not stand out. Consumer insights showed yoghurt was seen as a breakfast treat rather than meal, so the brand focused its new design on personality and fun with a spokes-rooster mascot to create an identity that put a smile on consumers' faces. The bold, minimalist redesign forewent typical nutritional cues for lots of personality, helping increase some SKU sales by 68% above expectations.

1. Breaking category codes
to rejuvenate a brand.

2. In 2011, Dobré Ráno breakfast yoghurt had been on the Czech market for
almost 5 years. After several months of slipping sales, Yoplait came to
Cocoon Group to help them re-think the Dobré Ráno brand and provide a
complete branding solution. What we quickly learned was that, while there
was nothing blatantly ‘wrong’ with the old design, it was so typical of the
yoghurt category in general that it was not especially noticable on the
supermarket shelf. We needed to find insight that would unlock this brand’s
impact potential.
We needed to find way to unlock this
brand’s potential.
Lack of impact hurting the brand
5 years on a crowded market
Steadily losing share
Typical yoghurt pack

3. How do consumers see breakfast products?
Luckily, Yoplait provided us with the insight that would prove to be the key.
Consumers are not only motivated by freshness and nutritional benefits
for either breakfast ‘meals’ or ‘treats’, they are also interested in emotional
benefits!
And Dobré Ráno was a treat, not a full breakfast - meaning that Yoplait had
been focusing on wrong benefits with their original packaging!
Wholesome and well-balanced
Providing energy
Fresh and fruity
Healthy fuel for
good morning
Friendly/funny
Emphasis on Intrinsics and effect
Optimistic
Very friendly
Playful
Amusing/Joyful
Emphasis on personality
and mood
“Fresh”
Values related to breakfast ‘meals’
(Big pack)
Values related to breakfast ‘treats’
(Small pack)

4. Armed with this knowledge, CG sought to create a visual identity for Dobré
Ráno, which spoke to the heart as well as the mind and stomach. The goal
was to create a brand that consumers looked forward to seeing on the shelf
and on their tables. The goal of this brand was to get you out of the house
each morning with a smile on your face and a tasty snack in your belly.
An identity that puts a smile on your face

5. The design solution was to forego the typical ‘fresh ingredients’ and
nutritional cues, instead focusing on a minimalist pack with lots of personality.
This bold concept featured a spokes-rooster, a mascot which became
invaluable as an on and off-pack source of light-hearted fun.
Forego the normal and go bold!
Fun
Lots of personality

6. mix-ins. Both concepts fit very well with the ‘good morning’ breakfast snack
concept.
Bringing it to life on and off pack
The identity was applied to several SKUs in new formats including smaller ‘on
the go’ pots and larger versions where consumers could add their own cereal

7. The new identity was very successful:
At least one range saw a 68% sales
increase above and beyond client
expectations.