Generating Strategic thinking for companies: Danone.

Here is what was published on the Addictlab.com site.

Addictlab's brainstorming sessions offer Danone South Africa an important strategic eye-opener.



Children should have their daily intake of calcium, in order to have their bone structure developed appropriately. The innovation research led by Addictlab's founder and brand specialist Jan Van Mol therefor decided that it was important to focus on the regularity of the intake, rather then on the different tastes.

This is but one of the outcomes of the brainstorming sessions commissioned by Danone South Africa, for which Addictlab used it's own 'Creative X-Ray' methodology, using creative resources from diverse cultures and disciplines. The lab delivered a concept database, with about 20 ideas that could be implemented, ranging from strategical concepts, products, packaging, brand fashion, above & below the line communication as well as traffic builders and promotional items. All ideas were generated by an out of the box approach, followed by a Danino brand filter.

Now, over 6 months later, the 'every day your Danino' concept has been adapted to the existing 6-packs, and are on shelves in South Africa. In stead of communicating the different tastes, every little pot now has received it's day of the week, promoting and explaining the necessity of an every day intake.

The 6-pack version consists of the 5 weekdays and 'Weekend'. The packs are now sold with a Day of the Week magnet to emphasize on the changed concept. Regardless to say that this concept is beneficial for the kid's calcium-intake as well as for the volume sales of Danino.

This example shows that not all ideas for innovation imply long term research and high cost implementation. Addictlab , though, was not involved in the final packaging design, and the TV and Radio campaign, which raised an important question in the addictlab organisation. Jan Van Mol: 'We have all these executional specialists in the database, so much craftsmanship, we could offer this as well. With the benefit of high quality and low cost delivery, but the danger of becoming a more executional supplier in stead of a like minded thinking partner. The fact that this concept made it through the whole process, however, is a statement on both the power of Addictlab as well as the will to innovate from Danone'.