FanYogo became a fan favourite
FanYogo, a Danone FanMilk product, had been a favourite in Ghana for years. Despite this, however, volume and market share were in severe decline. As the largest volume contributor, they needed to bring back the brand love, especially as they were about to launch a new flavour variant.
FanYogo didn’t resonate with the youth in Ghana because the brand’s image wasn’t cool, fresh, or differentiated enough. And this was the target audience needed to boost sales. So how do you create interest and stand out amongst a group that thinks your brand is boring?
Instead of just launching a new flavour, we reinvigorated FanYogo through the launch. We refreshed the brand. We developed the line “So Cool. So Good.” and turned it into a mantra that guided every aspect of the campaign.