Breaking category codesto rejuvenate a brand.

In 2011, Dobré Ráno breakfast yoghurt had been on the Czech market for almost 5 years. After several months of slipping sales, Yoplait came to Cocoon Group to help them re-think the Dobré Ráno brand and provide a complete branding solution. What we quickly learned was that, while there

was nothing blatantly ‘wrong’ with the old design, it was so typical of the yoghurt category in general that it was not especially noticable on the supermarket shelf. We needed to find insight that would unlock this brand’s impact potential.

We needed to find way to unlock this brand’s potential.

Lack of impact hurting the brand

5 years on a crowded market

Steadily losing share

Typical yoghurt pack

How do consumers see breakfast products?

Luckily, Yoplait provided us with the insight that would prove to be the key. Consumers are not only motivated by freshness and nutritional benefits for either breakfast ‘meals’ or ‘treats’, they are also interested in emotional benefits!

And Dobré Ráno was a treat, not a full breakfast - meaning that Yoplait had been focusing on wrong benefits with their original packaging!

Wholesome and well-balanced

Providing energy

Fresh and fruityHealthy fuel for good morning

Friendly/funnyEmphasis on Intrinsics and effect

Optimistic

Very friendly

PlayfulAmusing/Joyful

Emphasis on personality and mood

“Fresh”

Values related to breakfast ‘meals’ (Big pack)

Values related to breakfast ‘treats’ (Small pack)

Armed with this knowledge, CG sought to create a visual identity for Dobré Ráno, which spoke to the heart as well as the mind and stomach. The goal was to create a brand that consumers looked forward to seeing on the shelf

and on their tables. The goal of this brand was to get you out of the house each morning with a smile on your face and a tasty snack in your belly.

An identity that puts a smile on your face

The design solution was to forego the typical ‘fresh ingredients’ and nutritional cues, instead focusing on a minimalist pack with lots of personality.

This bold concept featured a spokes-rooster, a mascot which became invaluable as an on and off-pack source of light-hearted fun.

Forego the normal and go bold!

Fun

Lots of personality

mix-ins. Both concepts fit very well with the ‘good morning’ breakfast snack concept.

Bringing it to life on and off pack

The identity was applied to several SKUs in new formats including smaller ‘on the go’ pots and larger versions where consumers could add their own cereal

The new identity was very successful: At least one range saw a 68% sales increase above and beyond client expectations.