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The GLP-1 drug market is estimated to have more than $ 100 billion in annual sales in the next decade. However, the drug category, which was first developed for diabetes but is currently widely used for weight loss, has also begun to affect the food and beverage industry, which requires diets that require diets that are rich in protein and nutritious diet.
In the case of Danone, Danone North American CMO Linda Betea, a brand marketing manager, including the Oikos Greek Yogurt and Dairy Dairy Silk, is one way to manufacture the product mixed for GLP-1 drugs. Danone North American CMO Linda Betea said, “It is another thing to communicate to meet this changing consumer base, according to Danone North America CMO Linda Betea.
CMO Linda Bethea’s Danone
Danone provided
“We have seen the increase in consumer interest in health and health since Covid. They are more interested in high protein products, high textile products, author products, and convenience.” “This has been accelerated by the adoption of diabetes and aviation drugs. Those who take GLP-1 drugs have different nutritional demands, and our portfolio is in a position to convey well to those (necessary).”
To better meet the developing consumer demands, Danone has tested an advertising campaign running on the Pinterest and on -site displays with a diet -oriented messaging. The marketing manager also encouraged the FDA to make the first qualified health claim for yogurt. Information shared when a consumer shopping in Target, Amazon or Walmart for Danone yogurt.
Marketing diving talked with Bethea about how these AD experiments and marketing staff approached their retail media networks, artificial intelligence (AI) and Super Bowl ads.
The following interviews were edited for clarity and simplicity.
Marketing Diving: How does Danone adjust the portfolio’s marketing to meet consumer changes, such as increasing interest in GLP-1 support diet?
Linda Bethea: Everything returns from Danone for our purpose. We start by verifying that we are leading to health -oriented portfolios because we have a mission to provide health through food to many people as much as possible. 70 %of our portfolios are highly dense and can be delivered to this evolving consumer needs. But through this extensive portfolio we need to make each brand offer in a suitable way for that brand.
For example, Oikos is a high -protein brand in yogurt portfolio. Protein consumption is most interested in consumers. 71% of adults are interested in increasing the amount of protein in diets, and we are focusing on protein -led messages with Oikos and increased 40% last year. We know that we know that we increase the amount of vegetable products in consumer diets, so we can lean with silk and try to focus on the advantages of the plants throughout the silk portfolio. (We) In a way to reach our most important Danone mission, which is faithful to the meaning of each brand, but provides health through food.
How is Danone bringing life to these brand messages?
All our marketing media strategies actually try to convey the right message to the right consumers. We were really important to understand consumer trips in health-centered messaging, especially in the GLP-1 space. Did they first learn about GLP-1 drugs? Whose information did you get information, whether you are a medical professional or an online influence?
We absolutely implement testing and learning culture before expanding marketing initiatives. We tested advertisements at Pinterest. Here people knew that they would search for nutrition and recipes. We have partnerships with some major retailers to perform on-site retail media and test the most messaging of protein lead messaging, GLP-1-lead messaging, and nutrient syringe messaging.
What is the health -related channel you are using?
We tested messaging through the patient portal of the doctor’s office. This is a good opportunity for people to communicate the right type of message because people are the core places for GLP-1 drugs. I have a great learning about resonating with consumers and I am absolutely looking for information about nutrients needed for GLP-1 drugs.
We know how GLP-1 drugs work, and we are reducing consumption all day long, so it is more important to have a nutritional density to meet the needs of nutrients. It can be difficult for consumers to do in areas without knowledge. Danone has a lot of registered nutritionists, and we have partnered with registered nutritionists in the community to provide the information.
We have launched GLP-1 Nutrition Hub as part of the North American website to provide that information, and helps portfolio products to help to meet these nutrition demands on GLP-1 trips. We will continue to provide this type of information through GLP-1 marketing.
How is it part of the media mix as the sleeve media network spreads and matures?
We have seen a significant portion of the media budget into retail media because we have seen the results. We can absolutely use the data necessary to utilize the measurement function and to improve the efficiency and efficiency of marketing efforts.
The specific example of this space is to be done in the GLP-1 test and to learn with some major retail partners. We can understand that certain messages resonate more than other messages, but most buyers were new brands and new categories, so we are getting more and more in the business by bringing users who have not previously purchased yogurt.
How do you balance the other limitations and regulations of these opportunities in health -related marketing?
Danone has a long history of science -driven innovation and product knowledge, so you can play in this space. We worked with product developers to develop products to develop products to meet consumers’ health and health demands and to develop products to consumers on the GLP-1 journey. The information we provide is scientific support, reliable and reliable. In other words, we also use consumer influential people to reach a wide range of consumers and lead cultural relevance.
The Danone brand is not wider than the Super BOWL, which has run a regional and digital -centered campaign. Please tell me about that strategy.
Danone thinks you should measure what is precious, and it is meaningless to spend $ 7 million to $ 8 million a second a second. Over the past few years, we have headed to a big game. We were an early adapter on our digital stream of Super Bowl, and most recently led the most recent stream superbowl. It was a very successful strategy for us.
For sports, Danone was one of groupm customers who expanded media investment in women’s sports. Why did you make that decision?
The most important thing is data and insight. It is necessary to take a consumer -led approach and actually understand the consumer base and the most resonant content. We all saw the injuries of women’s sports, so it was an interesting area for exploration. Last year we partnered with three female Olympic players as part of the “Nourish Your Hustle” yogurt drink campaign. And we want to strategically expand partnerships that are suitable for our brand and lead cultural relevance on the market.
At this point, where is AI suitable for Danone’s marketing?
We think that AI can be a big in -year -old in Danone. In fact, partnerships between Microsoft and AI examine various tools and technologies that can be used throughout the business and improve efficiency. From a marketing point of view, it is used in certain cases.
We know that it is really helpful to shorten the creative development process, but it can be very long, but we use things like storyboards and mood boards that have been reduced for several days in a creative process, not for a few weeks. In addition, it uses this for creative efficiency testing, so the test results can be turned much faster, so you can actually learn from consumers and put the best advertisements into the market.
