Danone Drinks
Campaign
To promote Danone's new line of better-for-you on-the-go beverages, we partnered with three iconic athletes who were busily preparing for the 2024 Olympics.
Sha'carri Richardson, Jordan Biles and Kristie Mewis showed fans how adding Oikos, Too Good and Activia drinks could help them quickly get in essential nutrients while on the go. On top of the shoot, we worked with them to film their own videos to build buzz with their followers on TikTok, Instagram and Facebook.
Results
Our campaign overall had 3.25 billion impressions, generating 99 feature stories and 28 interviews. On social, we reached 113 million customers, garnered 46.5 million video vides and drove nearly a half million clicks to our brand webpages.
We leaned into Sha’Carri’s voice on social to mirror her feed, using minimal captions and voiceover to highlight how she integrates OIKOS Pro and OIKOS Pro shot into her training routine.
Sha’Carri Richardson
With 23g of protein, @oikos Pro Drinks are my go-to post-workout snack #OIKOSstrong
Bringing the 🔥 to the track with my @oikos Pro shot. 10g of protein. 0 reasons for excuses. #OIKOSstrong
Shoot your shot with @oikos Pro 💪 Packed with 23g of high-quality protein, it's the move this summer anywhere and anytime you need a boost of protein. #OIKOSstrong
#Ad Shoot your shot with @oikos Pro shot 💪 Packed with 10g of high-quality protein, it's the move this summer anywhere and anytime you need a boost of protein. #OIKOSstrong
Looking good, feeling #OIKOSstrong 💪🏽 Get your @oikos Pro Shot with 10g of protein and 0g added sugar on the go!
Jordan Chiles
Leaning into Jordan and Too Good and Co’s shared sweetness, we helped Jordan highlight how she integrates goodness into her daily routine.
Hey besties! I’m getting ready for practice, but I can’t leave without my favorite snack! My @toogoodandco Smoothies have 3 grams of sugar per bottle and no artificial sweeteners – delicious!
As a part of my gym routine, I reach for a @toogoodandco smoothie. It has 3g of sugar, 10g protein and no artificial sweeteners. Not to mention it’s delicious!
Hey besties! I’m getting ready for practice, but I can’t leave without my favorite snack! My @toogoodandco Smoothies have 3 grams of sugar per bottle and no artificial sweeteners – delicious!
I know a good match when I see it! With 3g of sugar, no artificial sweeteners and so much goodness, @toogoodandco matches all my snacking needs!
I ate this pic up 📸. With 3g of sugar, no artificial sweeteners and so much goodness, the @toogoodandco Smoothie is my favorite selfie accessory and gym snack.
Kristie Mewis
While highlighting the benefits of Activia on the go, we worked with Kristie to create videos that showed off her humor and dedication to her sport.
Get ready with me to grab lunch with Sam! Even on the busiest days, I can always grab my @ActiviaUS Dailies. I love knowing that I’m getting my probiotics in. Comment 😻 if you think Helen is the star of this video. #YourGutIsWhereItAllBegins
Whether I’m chilling on the couch or heading to the gym, I know @ActiviaUS Dailies help support my gut health. The delicious flavors (I ❤️ strawberry), low fat yogurt, and billions of probiotics keep me looking forward to snack time! #YourGutIsWhereItAllBegins
Role
Senior Copywriter
Video ideation, social copy
Team
Agency: Weber Shandwick
Year: 2024
Group Creative Director: Erin Loonan
Art Director: Tess Kelley
Copywriters: Patrick Linehan, Kelsey Sarracino