He did not have the means to afford his services

Mode, the claws often evoke the names of their creators. In food, the phenomenon is less common. Danone is part of the exceptions. The brand of dairy products, born in Barcelona, and owes its name to Daniel Carasso. His father Isaac, founder of the company specialized in yogurts, decides the Christen of the catalan nickname he gives to his son: "Danon. The refusal that he opposed the register of the marks of this name, he adds simply an "e".

Ninety years later, Daniel Carasso, more than century-old, was present, early April, the opening in Paris of the short-lived House Danone, exposed to the public the saga of the mark. Before shut on May 17, one which had launched the France products therefore had time to celebrate this anniversary with the current CEO of the group, Franck Riboud.

Become an international player, Danone has retained the positioning of its origin. "It is today a beautiful French mark who successfully pass through the years and to create a true place in the world ...." "Well before that, it became fashionable, she always spoke about health, eating well", says Sylvia Vitale Rotta, founder and leader of Team creative design agency. The concept of health, it is true, this from the beginning. The produitsDanone initially be marketed in pharmacies in Barcelona.

From 1929, Daniel Carasso approach doctors in France, stressing the use in the manufacture of yoghurt cultures from the Pasteur Institute. On the pots also include the mention "recommended by the medical profession". But he wants to add a dimension of pleasure and reach a broader customer base by selling its products in the experts. With a sharp marketing, human look who took only the torch after the death of his father and moved to the United States the time of the second world war asked designer Raymond Loewy to give Dannon, his American company, a logo. He did not have the means to afford his services. That never mind. The famous creator works for him for free!

Successive innovations

Over the years and especially after the merger of 1973 giving rise to BSN Gervais Danone yogurt innovates. With Bio, it breaks at the end of the 1980s with the usual codes of the market, attracting attention with green packagings, prior to succeed, in 2005, to ensure the passage of the product under the name Activia. Actimel, and its format of dose drink, also got a place to share.

With Essensis, on the other hand, Danone had less happy hand. Announced as a new failure, pink pot positioned on the niche of beauty was withdrawn from French rays early March, because satisfied consumers. The industry is in effect at the time of the choice in its lines and the sophistication of marketing strategies and promotional. Because, for ninety years, the economic context is not the most favourable.

The situation prompted the group to spread the celebrations, to occupy the land throughout the year. Last transaction date: the output of an anniversary range. Dubbed "Origins", this yogurt is available in glass jars and declining ten banners with historical settings, the truck delivering the first Parisian shops to the iconic Angel of the 1950s.