Danone’s US dairy business wanted to double its already ambitious growth to 10% per annum. It required a radically different way of thinking about the entire business model to target the new millennial audience reshaping how people eat.

Approach

We worked with the leadership team over 8 weeks to approach their strategic planning differently - living with millennials, war-gaming disruptive new competitors, and harnessing the power of the entire global Danone network & capability.

Through a series of immersive workshops we landed the future portfolio and the new model needed to drive a step-change across marketing, sales, culture and org structure.

What made the difference

1. Iterative (not linear) – doing just enough up front analysis, then really arguing out the detail
2. Inspiration (not case studies)– rather than look back or across we packed every session full of real world inspiration. From cooking & partying with millennials in New York, to putting ourselves in the mind of the founder of disruptive competitor Chobani.
3. Immersion (not presentation) - built an approach to the final recommendation session with the Global Excom which created connections to key millennial tribes based on personal passion - and dramatising the opportunity.

Outcome

• Increased sales by +1.5% for North America in 2018
• Increased share in the yogurt category by 6% to become market leader