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Danone

Black Yogurt

Agency: R Agency

Description

Born in the darkest and deepest coal caves Black Yogurt made its way to the product shelves and defined a new diary order. It’s not only a very first black yogurt on Ukrainian market (and we believe many other), but also a first yogurt to contain charcoal. 

Black Yogurt is a limited edition of the widest known yogurt brand Activia (owned by Danone). It was created as a response to a raising popularity of black color in product design and social media (+80% on Instagram vs PY).
 We were shocked by the fact that a yogurt really contains charcoal. So “Charcoalness” — became the main inspiration for this project and a major theme in design. We created an awesome charcoal texture and wrapped the whole packaging with it, so that it seems that you are holding a real charcoal piece. First our emotional intention was to make the label totally black, but as long as Black Yogurt is a limited addition of Activia — the widest known brand of yogurts in Ukraine, we had to somehow preserve its recognizable green branding.


This professional campaign titled 'Black Yogurt' was published in Ukraine in October, 2019. It was created for the brand: Danone, by ad agency: R Agency. This Design medium campaign is related to the Food industry and contains 5 media assets. It was submitted over 2 years ago by Viktor of R Agency.

Credits

Advertising Agency: R Agency, Kyiv, Ukraine
Junior Art Director: Alisa Mezhenska
Creative Group Head: Dima Liutyi
Copywriter: Viktor Synkov
Designer: Leonid Nakonechnyi
Designer: Arman Enokyan
Senior Account Manager: Maria Ursta
Junior Brand Manager Activia: Kateryna Konsevich
Marketing Manager Modern Brands: Svitlana Shukayeva


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