Danone Ready to Fuel Olympic Health Momentum Ahead of Paris Games
Source: The DairyNews
Danone (LON:0KFX) has been gearing up for the Paris Games since its CEO initiated contact with the International Olympic Committee (IOC) back in mid-2022.
Anticipating the Games' emphasis on health and nutrition, the company is poised to leverage this platform to drive summer sales of its yogurts and plant-based offerings. Joining a cadre of French firms making their debut as Olympic partners this year, Danone aims to capitalize on the sales potential and marketing exposure inherent in sponsorship. The IOC, through various channels such as press releases and marketing campaigns, has underscored the role of sponsors in promoting health and wellness, spotlighting brands like Coca-Cola's bottled water and Nestle's Garden Gourmet meat alternatives.
This strategic shift marks a departure from past practices, notably seen in McDonald's seven-time sponsorship until the London 2012 Games, during which it famously served thousands of Big Macs, fries, and milkshakes. When Antoine de Saint-Affrique took the helm as Danone CEO in 2022, one of his early initiatives was engaging with Olympic officials. "Our plant-based products, particularly high-protein yogurts, align perfectly with the needs of athletes and health-conscious consumers," remarked Juergen Esser, the company's chief financial officer, in an interview with Reuters.
"Of course, we'll showcase our full portfolio, including hydration options like bottled water," Esser added.
Although Danone's Evian water brand missed out on securing a deal to supply bottled water for the event, a long-standing sponsorship with Coca-Cola (NYSE:KO) secured this provision. Among Danone's other prominent brands are Activia yogurts and Silk plant-based products.
This strategic shift marks a departure from past practices, notably seen in McDonald's seven-time sponsorship until the London 2012 Games, during which it famously served thousands of Big Macs, fries, and milkshakes. When Antoine de Saint-Affrique took the helm as Danone CEO in 2022, one of his early initiatives was engaging with Olympic officials. "Our plant-based products, particularly high-protein yogurts, align perfectly with the needs of athletes and health-conscious consumers," remarked Juergen Esser, the company's chief financial officer, in an interview with Reuters.
"Of course, we'll showcase our full portfolio, including hydration options like bottled water," Esser added.
Although Danone's Evian water brand missed out on securing a deal to supply bottled water for the event, a long-standing sponsorship with Coca-Cola (NYSE:KO) secured this provision. Among Danone's other prominent brands are Activia yogurts and Silk plant-based products.
