Brand Communications & Marketing: Food/CPG
To support the relaunch of Activia, Dannon was looking to identify which of the 13 proposed taglines would motivate the most consumers to purchase the brand and which tag would be perceived as most believable.
The results delivered clear differentiation across the 13 concepts making the ultimate decision much easier for the brand team. Additionally, the client was looking for a rigorous methodology that would save time and money. Consensus Point delivered on both objectives.