“Danoninho Ice is back. And I came back together.” Who reveals the novelty is the adult who starred in the item’s first campaign in the 90s. At the time, two children appeared inside an igloo teaching how to make the product turn into ice cream.
This time, the video shows the actor watching memes, remembering his participation in the old campaign and comparing things from the past, including the way Danoninho Ice was consumed.
The product had already returned to the shelves from time to time, in the summers, and now it comes back revamped. Instead of the traditional little cup with a spoon, the product arrives in the “to take away” version, a format that also allows consumption as cream or ice cream. There’s even a new flavor, with the tutti frutti version.
The campaign was conceived by D-Studio, in-house assembled for Danone, composed by the agencies Oliver, Soko and VMLY&R.
“With this campaign, we show that we know and hear what the audience says. And, as Danoninho Ice returned in a different way, we used a link from the past, which is still current, to create a new consumption ritual”, comments Juliana Assad, Danoninho’s marketing manager.
To reinforce the launch, the brand also invests in actions with creators already known in the territory of families and young parents, using the way they interact with their Tik Tok children. The strategy also has synergy with the campaign, in other words, these parents today were the children of the 90’s, who lived the debut of Danoninho Ice.
Remember the video from the 90s.
DATASHEET
Danoninho
VP of Marketing: Marina Fernie
Marketing Director: Marcelo Bronze
Sr Marketing Manager: Juliana Assad
Gerente de Marketing: Ellen Deckij
Marketing Analyst: Tais Ferreira
Digital & Media: Fabiana Gava & Aline Singnoreti
D-Studio
D-Studio is Danone’s in-house, formed by Oliver, Soko and VMLY&R agencies to bring strategic solutions to the company.
OLIVER Latin America
Latam Business Leader: Renata Coufal
Business Leader: Juliene Nigro and Michele Sibille
Operations Manager: Flávia Faccini and Marcos Gimenes
CCO: Luis Constantino
ECD: Saulo Miletti
Creative Leader: Marcelo Fernandes
Growth Strategy: Danilo Caldas
Content Planner: Luisa Ameriot
Producer:Eduardo Cogliano e Shari Baccarin Saber
Art Direction: Caio Locatelli, Ludmila Rodrigues and Pedro Paes
Animation: Caio Locatelli
Editor: Leandro Moreira
CM: Guilherme Matsuoka
VMLY&R
Vice President of Media: Paula Marsilli
Joe Kaplan – Media Director
Laise Yano – Media Manager
Reinaldo Carlos – Media Supervisor
Bruno Morais – Media Coordinator
SOKO, creative agency
Founder and CEO/CCO: Felipe Simi
Executive Creative Director: Rafael Ziggy
Creative Product Leader: Isabela Marangoni
Senior Strategist Date: Fernanda Faria
Copywriter: Junior Alves
Art Director: Leonardo Zardo
Founder and Head of PR&Influence: Pedro Tourinho
Head de Broadcasting: Fabiane Abel
Broadcast Leader: Marília Santos
Broadcasters: Marina Coratto, Natália Aguiar, Maria Eduarda Fortes and Giulianna Galli
CGO: Felipe Belinky
COO: Brisa Vicente
Account Director: Daniel Mason
Account Manager: Renata Pereira
Head of Operations: Larissa Kubo
SR Project Manager: Lucas Cardoso
Project Manager PL: Daniele Moura
Producer: Lemonade Filmes
Stage direction: Diego Simões Biazzon
Camera: Cosmo Roberto Roncon Junior
Camera Assistant: Fernando Kunrath
Sound Operator: Alexandre Gomes Barbosa dos Santos
Production Director: Bárbara Nogueira Gonçalves
Production Assistant: Reinaldo Gabriel de Souza Gaspar
Art Director: Flora Faria Ribeiro
Costume Designer: Silvana Moura de Abreu
Maid: Rosa Maria Passe
Makeup: Marcia Storti dos Santos
Driver: Severino Barbosa da Silva
Service: Luana Duller and Thais Dutra