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Small Hunger – naughty anti-hero of Danone’s Danio campaign

September 6, 2009

Group DANONE (known as Dannon in the USA) is the leader of the fresh dairy products category in the Polish market. There are many different products sold under the umbrella brand of DANONE. One of them is a cream cheese marketed under a subbrand name of Danio.

Danone's range of Danio products

Danone's range of Danio products

Danio’s brand promise is to satisfy the little hunger that one may feel between the main meals.  This key message has been successfully delivered in a long-lasting communication line created by Young & Rubicam Warsaw which is focused on the personified character called Small Hunger [in Polish “mały głód”].

Small Hunger - personified enemy of Danio

Small Hunger - personified enemy of Danio

In the commercials, Danio products are depicted as the only tool that can effectively defeat the nasty figure of Small Hunger who always seems to appear in a most inappropriate moment for the hero of the commercial.

Danio's key foe - personification of the Little Hunger

Danio's key foe - personification of the Small Hunger

The campaign with Small Hunger was started back in 2004 and it has been continued due to its general appeal and success among the wide target group. Let’s have a look at some of the quintessential Danio TV spots.

Danio’s tagline that always closes the commercial is:  Danio – the best way to fight Small Hunger.

In another commercial Small Hunger decides to visit a psychoanalyst in order to get rid of his fear of Danio but to no success…

Last year Danone introduced a new vegetable flavours of Danio and the following commercial launched it to the market.  If a small hunger wakes you up in the middle of the night, there’s only one way to fight it…

The naughty nature of the Small Hunger figure has been explored in a series of viral make-overs of the official TV commercials. Below you may check out two examples of such executions.

The above video in which Small Hunger ends up in bed with the woman has been one of the most popular Polish viral ads and a rare example of sexually-provocative video for a mainstream FMCG brand.

The launch of Danio Intenso desserts has been supported with a series of print ads focused on the communication of available flavours of this new line of Danio products.

Danio's print ad for the Danio Intenso line - copy: Bite out the hunger!

Danio's print ad for the Danio Intenso line - copy: Bite out the hunger!

Danio Intenso print ad - the coconut variant

Danio Intenso print ad - the coconut variant

Danio Intenso print ad - cereal variant

Danio Intenso print ad - cereal variant

Advertising Agency:  Young & Rubicam Warsaw, Poland

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