Dannon is inviting agencies to pitch for new content creation projects to identify best partners. The winning agencies must stand out from competitors like Weld, GW Hoffman and Y&R. Dannon's brands like Light & Fit, Activia and Oikos have substantial market share, especially in the southern US. The target audience for Dannon's content is primarily female, aged 45-54, married with no kids, college educated earning $40k-$70k annually who have interests in food, beauty, and wellness.

1. NEW BUSINESS PITCH BRIEF
DANNON
CONTENT WORK PROJECT

2. OVERVIEW
Dannon is currently inviting agencies to pitch for content creation projects, in an effort to “get to know” potential agency
partners and identify the best for future brand projects. In a recent email sent from a Dannon spokesperson to adage.com, the
yogurt brand says it’s
“Looking at a diverse list of agencies that have strengths in areas including digital strategy, social and content creation."
With agencies including Weld, GW Hoffman and Y&R on the pitch invitation list, competition to win the bid is fierce. The
winning agencies will have to find ways to stand out in an already stellar crowd. We think the key to getting into Dannon’s good
graces is to present a pitch that shows just how well you understand their company - and most importantly, their customers.
BACKGROUND SUMMARY
Dannon was established in the U.S. in 1942 as a subsidiary of the much older Danone, a multinational food and beverage
company that has been in business since 1919. For the last 75 years, Dannon has exceeded consumer expectations by
consistently delivering high-quality, wholesome, nutritious and innovative fresh dairy products, waters, early life nutrition and
medical nutrition products. Its subsidiaries include Stonyfield Farm, Wahaha Joint Venture Company, and Griffin’s Foods.
Danone is a company of passionate people, energized by a mission “to build health through all of life’s stages.”
Their content reflects these values, and adds:
• Cultivating a taste for things that are good for you.
• Feeding young children and vulnerable people, as well as those in good health.
• Adapting our products to all cultures.
• Exploring what scientific research can bring to our daily diet.
Dannon, specifically, makes more than 200 different flavors, styles and sizes of cultured dairy products. They’ve come a long
way since the early days - in 1947, for example, few Americans had ever tried yogurt, although it was a dietary staple in Europe.
Through Dannon’s marketing efforts, along with their revolutionary “fruit on the bottom” yogurt products, yogurt is in nearly
every home in America.

3. market share ANALYSIS
Dannon’s four main brands, classic Dannon, Oikos, Activia, and Light & Fit, combine to take over a substantial share of the U.S.
yogurt market, especially in the southern states. Light & Fit performs best across the country, followed by Oikos.
8.3%
25.5%
22.5%
43.7%
NORTH EAST
7.7%
25.0%
19.9%
47.4%
MIDWEST
9.6%
25.3%
22.7%
42.4%
SOUTH
7.7%
25.4%
23.8%
43.1%
WEST
9.0%
26.9%
21.9%
42.2%

4. PRODUCT PORTFOLIO
Dannon Light & Fit nonfat
yogurt is a snack for those on
a weight management journey.
Enjoy as part of a balanced
diet and healthy lifestyle. Try
our variety of flavors including
our 80 Calorie per 5.3 oz Light
& Fit Greek Nonfat Yogurt!
Delicious Activia, with the
exclusive probiotic Bifidus
Regularis Activia helps
regulate your digestive
system when consumed daily
for two weeks as part of a
balanced diet and healthy
lifestyle.
A traditional Greek yogurt
with a rich, creamy-thick
texture that is deliciously
good.
Danimals is where nutritious
dairy meets delicious fun!
Danimals Smoothies and
SuperStars contain Only the
Good Stuff in fun fruity flavors
your kids will love!
Help start them off strong
with Danonino dairy snacks,
with 2x the calcium of leading
kids yogurt* Danonino cups
come in yummy flavors they
would not be able to resist.
DanActive helps support your
immune system when
consumed regularly as part of
a balanced diet and healthy
lifestyle.
From our family to yours,
Brand Dannon offers a variety
of high quality great tasting
yogurts.

5. Market penetration highlights the propensity of north easterners toward yogurt like Light & Fit and Activia. Dannon’s
penetrates the best in the Midwest and especially in the West where greatly outperforms the competitors. In the south Activia
and Oikos dominate the landscape.
PENETRATION ANALYSIS
22.9%
22.5%
1.8%
4.1%
NORTH EAST
13.2%
17.7%
26.6%
27.7%
MIDWEST
70.1%
36.1%
50.7%
25.4%
SOUTH
4.0%
17.5%
23.1%
70.6%
WEST

6. AUDIENCE ANALYSIS
TARGET SEGMENT: DANNON CUSTOMERS
AFFINITY
167182141154
53.53%
REACH
22.57% 37.18% 71.83% 92.31%
198
PUBLIC
FOLLOWERSOUTDOOR
ENTHUSIAST
SPORT LOVERS
MOVIE LOVERS
MUSIC LOVERS
BUSINESS
PEOPLE
BEAUTY &
WELLNESS AWARE
FOOD LOVERS
FASHION LOVERS
GAMERS
TRAVEL
LOVERS
SOCIAL
ACTIVIST
CAR LOVERSHOME DECORATORS
& DIY’S
GENDER
Female (85%)
AGE
45-54 (41%)
STATUS
Married (54%)
FAMILY
No Kids (58%)
EDUCATION
College (63%)
INCOME
$40K - $70K (62%)
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Food Lovers
Beauty & Wellness ...
Fashion Lovers
Car Lovers
Homemakers
Pet Lovers
Social Activist
Movie Lovers
Travel Lovers
Public Figures Foll...
92.31%
89.49%
85.14%
66.8%
66.26%
62.76%
62.5%
60.36%
60.07%
57.75%
182.21
192.07
186.24
197.32
198.89
198.87
182.98
168.62
187.5
188.3
188.12
194.68
190.79
198.11
199.10
199.07
188.61
179.05
191.61
192.14

7. DANNON CONSUMER PASSION - FOCUS: BEAUTY
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Make-Up and Cos...
Fitness
Vitamins & Supple...
Bodyart and Tattoos
Hair Care
51.18%
18.18%
15.26%
5.26%
28.38%
187.15
129.86
163.64
72.71
190.64
191.33
152.92
175.19
114.61
193.42
TRENDS
-20.00%
+0.0%
-50.0%
+50.0%
+0.0%
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Maybelline New York
Covergirl
ChapStick
Olay
Sephora
L'Oréal Paris
Clinique
Estee Lauder
Essie Nail Polish
Burt's Bees
10.62%
10.37%
7.69%
7.45%
7.22%
7.06%
6.98%
6.06%
5.56%
5.44%
195.94
187.55
187.63
195.75
139.24
194.92
191.41
197.77
193.93
189.66
193.95
190.07
189.29
193.54
158.66
193.32
191.52
191.11
192.1
190.03
BEAUTY GENRES TOP 10 MAKE UP & COSMETICS BRANDS

8. # NAME REACH POPULARITY RELEVANCE
Dramas
Comedies
Reality Shows
Talent & Variety Sh...
Talk Shows
Sci-Fi & Fantasy Sh...
Family-Oriented Sh...
Documentary & No...
1
2
3
4
5
6
7
8
69.55%
59.95%
51.72%
34.38%
32.55%
29.8%
25.38%
15,86%
86.33
38.23
103.91
103.93
77.32
40.72
58.76
57,35
124.2
92.13
135.9
135.87
118.15
93.75
105.74
104,76
TRENDS
-22.00%
+0.0%
+20.9%
+36.3%
-15.3%
+61.9%
-20.8%
-13.3%
REACH RELEVANCE
10068364.81%3.61%2.40%1.20%<0.01% 132 164
House
NCIS
Criminal Minds
Bones
Grey’s Anatomy
CSI: Miami
Dexter
Glee
Dallas
Rizzoli&Isles
DANNON CONSUMER EMOTIONS - FOCUS: TV SHOWS
TOP TV SHOW GENRES TOP 10 DRAMAS

9. # NAME REACH POPULARITY RELEVANCE
Websites
Apps
TV
Magazines
Radio
Newspapers
1
2
3
4
5
6
95.71%
82.25%
73.35%
52.39%
36.71%
9.01%
122.19
156.66
131.16
97.42
55.87
39.85
148.12
171.09
154.08
131.58
103.87
92.99
TRENDS
-5.2%
+2.8%
-4.9%
-2.7%
-8.2%
-28.9%
# NAME REACH POPULARITY RELEVANCE
Websites
Apps
TV
Magazines
Radio
1
2
3
4
5
95.71%
82.25%
73.35%
52.39%
36.71%
122.19
156.66
131.16
97.42
55.87
148.12
171.09
154.08
131.58
103.87
AFFINITY
13015790109
53.53%
REACH
22.57% 37.18% 71.83% 92.31%
188
FOOD
TRAVELHEALTH
MOVIES
GOSSIP
FASHION
GREEN
BEAUTY
MUSIC,
ENTERTAINMENT
NEWS &
SEARCH ENGINES
POLITICS
BUSINESS
TECHNOLOGY
DANNON CONSUMER CONNECTIONS - FOCUS: MEDIA
MEDIA GENRES
TOP 10 FOOD WEBSITE
WEBSITE GENRES

10. # NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Dr. Mehmet Oz
Dr. Phil
Jillian Michaels
Oprah Winfrey
Ellen DeGeneres
Mayhem
Joyce Meyer Ministries
Theresa Caputo
Joel Osteen Ministr...
Phil Robertson ...
6.34%
3.87%
5.34%
5.97%
8.16%
3.86%
5.37%
4.06%
5,69%
3,38%
187.46
184.79
165.56
164.07
150.35
147.02
140.69
136.12
115,46
114,92
189.44
186.18
175.51
174.59
166.04
162.77
159.46
156.03
142,91
142,01
REACH RELEVANCE
10068364.81%3.61%2.40%1.20%<0.01% 132 164
Other Famous People
Actors and Directors
Fictional Characters
Writers
Politics
Models
Chefs
Artists
DANNON CONSUMER INFLUENCES - FOCUS: FAMOUS PEOPLE
FAMOUS PEOPLE GENRES TOP 10 OTHER FAMOUS PEOPLE

11. If you need
more insights
on this target and
its competitors
click HERE
or drop us a line
normandin@cubeyou.com
We are here to help!
http://www.cubeyou.com/contacts
http://www.cubeyou.com/contacts
http://www.cubeyou.com/contacts
http://www.cubeyou.com/contacts
http://www.cubeyou.com/contacts