Danone – Danacol
Danone (Danacol):
Client: Danone – Danacol
Project Type: Innovation Consulting & Brand Repositioning
Team Role: Consultant – Product Innovation & Strategic Marketing
Duration: Jan 2025 – Mar 2025
Location: ESADE Business School, Barcelona
Project Overview
As part of an innovation and brand strategy project for Danone, I collaborated on repositioning Danacol—a cholesterol-lowering product—toward a younger, highly active consumer segment. The brief challenged us to rethink the brand’s identity and design a new product experience that would resonate with sporty individuals seeking functional yet lifestyle-aligned health solutions.
The objective was to develop a differentiated product concept, supported by strategic marketing, that would expand Danacol’s reach beyond its conventional health-focused audience and tap into a growing segment of wellness-driven consumers.
Key Deliverables
- A redefined brand positioning strategy aligned with the values and behaviors of sporty, health-conscious individuals.
- A new product concept and sub-line tailored to active lifestyles, including naming, packaging cues, and benefit framing.
- A 360° go-to-market strategy combining launch sequencing, retail channel suggestions, and awareness drivers.
- Social media content mockups and campaign ideas to activate the new positioning digitally.
- A consulting-style pitch presentation delivered to Danone stakeholders with a product storyline, communication plan, and innovation roadmap.
My Contribution
I co-led the brand and market opportunity analysis, identifying key needs and behavioral insights within the active wellness segment. I contributed to the ideation of a new sub-brand concept and supported the design of its product identity, functional messaging, and activation logic. I also helped develop the strategic launch roadmap, created tailored social media content proposals, and built the overarching brand narrative. The final proposal was presented as a high-level consulting deck to Danone, highlighting both creative direction and commercial feasibility.
Key Learnings
- Developed practical experience in product innovation from concept ideation to marketing activation.
- Strengthened my ability to translate consumer insights into brand and design decisions.
- Learned how to structure cross-functional collaboration logic between marketing, R&D, and sales teams.
- Deepened my understanding of how to integrate health, functionality, and storytelling in modern brand-building.
Outcome
The proposal was well-received for its relevance, creativity, and strategic clarity. It provided a strong foundation for potential innovation pilots and inspired future conversations around lifestyle segmentation and performance branding within the Danone Health portfolio.