At Danone North America, we’re always looking for authentic, meaningful, and bold ways to connect with consumers, while continuing to innovate our product offerings. In today’s health-and-fitness-conscious and social-media-driven world, this often means partnering with other brands, media, and influencers who can help us reach the audiences who are ready to love — or already love! — our products.
Reaching the Next Generation of Coffee Drinkers
With coffee culture booming, Danone is staying one ‘cup’ ahead with our dynamic and culturally relevant coffee and creamer portfolio. We’re tapping into some of the biggest growth spaces in the category by bringing the coffeehouse experience right to consumers at home and connecting with a variety of lifestyles and trends — supported by relevant and targeted marketing activities that appeal to younger, social media-driven coffee drinkers.
International Delight Cold Foam Creamer at Coachella
In January 2024, we launched International Delight Cold Foam Creamer, an innovative new product that both foams AND creams for hot or cold coffee. This coffeeshop-style foam topper gradually mixes creamer into your cup for a unique, indulgent experience that creates sippable foam in seconds.
To connect with the Gen Z coffee culture, International Delight Cold Foam Creamer made a splash at this year’s Coachella Valley Music & Arts Festival — the cultural intersection of all things trending. Fans explored the International Delight Cold Foam House where they experienced a multisensorial flavor journey through various immersive experiences that were designed to engage the senses and highlight the delicious ‘foaming’ nature of our newest innovation — all while enjoying coffee “on the house” with International Delight Cold Foam Creamer.
Pop-Culture Hit Drives Flavor Innovation and Consumer Engagement
In December 2023, International Delight launched limited-edition creamers and iced coffee inspired by the television series, Bridgerton, with flavors evoking the feelings and celebrations of Regency era Britain. We bolstered the Bridgerton partnership in February 2024 with our "Coffee & Courting" dating event in New York City ahead of the series’ season three release, bringing Regency-era courting to the modern-day coffee date.
STōK Boldly Goes Where It’s Never Been (Sold) Before: Wrexham
STōK Cold Brew Coffee is all about making bold moves and challenging the norms of traditional marketing to meet growing consumer interest within the Ready to Drink (RTD) coffee category.
What started as a bold move to become the official cold brew coffee and stadium sponsor of Wrexham AFC — without any distribution in Wales or the surrounding region — has only gotten bolder with time (just like our brews!). In February, STōK unveiled its debut ad during the Big Game, featuring a famous Welsh actor. The ad boldly declared the brand’s love of football (the other kind) on America’s biggest football stage.
STōK used an innovative, digital-led approach to align with the streaming-focused, multi-device viewing habits of millennials and gen Z. The spot aired during the Big Game livestream on Paramount+ and in select local broadcast markets, as well as across the brand’s social media.
Showcasing Products as Fuel for Athletes
From weekend warriors to pro athletes to Super Moms-on-the-go, everyone needs nutrition to power their performance. Our Danone brands team up with world-class athletes to highlight the incredible benefits of our portfolio— from hydration and gut health support to high-protein and lower sugar snacking options. Athlete partnerships show our products as part of a healthy, active lifestyle, and inspire our consumers to connect to the athlete in all of us.
evian Adds Tennis Star as Global Ambassador to Champion Healthy Hydration
evian empowers athletes to help achieve their best by embracing hydration as an essential element of their success. In 2024, we welcomed American tennis star Frances Tiafoe as our newest Global Brand Ambassador and champion of healthy hydration. Tiafoe joins a line-up of iconic worldwide tennis stars who stay hydrated with the help of evian both on and off the court. Tiafoe's commitment to his craft seamlessly aligns with evian’s brand ethos of embracing wellness and a healthy lifestyle.
Female Athletes are Shaking Up Snack time with Yogurt Drinks
In that same spirit, Oikos, Activia and Too Good & Co. are reaching new generations of consumers with fitness-forward appeal through athlete partnerships this summer. These brands have outstanding benefits consumers love and seek out, from high-quality protein to strengthen muscles, a yogurt drink to support gut health, or a lower sugar option that’s still full of flavor. With the help of these amazing athletes, our all-star drinks roster is showing up to deliver more convenience, fun and function to American diets.
You can keep up with all of these innovative, culturally relevant brands by following them – and Danone – on social media.
International Delight (@international_delight) | TikTok
International Delight | Facebook
International Delight (@indelight) | Instagram
stokcoldbrew (@stokcoldbrew) Official | TikTok
SToK Cold Brew (@stokcoldbrew) | Instagram
evian (@evianwater) | Instagram
Oikos Protein (@oikosprotein) | TikTok
Activia (@activiaus) | Instagram
Too Good & Co (@toogoodandco) | Instagram
Too Good & Co (@toogoodandco) | TikTok
