DanUp

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Overview

DanUp is the only brand of Danone for teens, ages 18 to 21. It has performed well in Mexico, Portugal, Spain, Guatemala, El Salvador, Argentina and the Czech Republic, with Mexico leading sales in the world. Initially positioned as a drinkable snack (fuel that is “cool” to go), Danone wanted the brand to evolve from one that promotes a functional benefit to one that emphasizes an emotional benefit – seeking to be the ally of the teenager in his daily life.

Challenge

Landor’s challenge was to transform DanUp into an iconic and modern brand that its target audience could relate to. It was important to preserve specific brand equities: the blue and red logo and the blue background were considered colors owned by DanUp among its competitors. It was also important to explore the limits inside the drinkable yogurts category and to reach a balance between functional and emotional benefits. Danone wanted an icon that could link the brand with the target market.

Solution

Landor developed the DanUp package design and “Fast Forward” icon. The icon evokes “freedom” – choosing your own direction, making your own decisions, choosing your friends, your pace of life, and your destiny. The message is: DanUp lets you be yourself! The bidirectional formation of the letter "n" is interactive, memorable and reinforces the irreverence of the product, making it different and novel for the consumer. The equities of the brand were preserved, and the packaging is more engaging and relevant to the target market.