Danette unwraps some chocolate

The Danone dessert goes after Ontarians with a focus on ingredients.

Danone has made two simple ingredients the star of its latest ad for Danette, putting chocolate and milk front and centre to tempt consumers.

Though the product is 75% milk, the main claim of the spot, it also puts the spotlight on chocolate – broken, shaved and melted on screen before showing the resulting Danette treat. “The idea was to put forward that this was kind of a new way to enjoy chocolate,” says Pierre Nolin, creative director at Saint-Jacques Vallée Y&R, which led creative for the campaign.

The milk content was also important to highlight, since that’s what helps set Danette apart from other packaged puddings, according to the brand.

Danette first launched in Canada last September as Danone’s dessert alternative, a way to reach more consumers in the crowded yogurt category. With higher brand awareness in Quebec, the focus this time around was getting Ontarians – and women with children in particular – to try the product.

Overall, the target is still fairly broad though, since blind taste testing from Leger Marketing showed that Danette was most often chosen over other similar products by a variety of age groups, not just young children, Nolin notes.

The campaign includes TV, digital, print and on-site activations. Strategy and media were handled by Carat.

Correction: This article originally stated that Danette first launched last April, when it in fact launched in Canada in September 2014.