The challenge was to make the Danone Prince into a children’s hero. We identified a popular kids program, ‘Dr. Arty Farty’, featuring a host who teaches cartoon drawing techniques. Drawing cartoons influenced by Japanese anime has become very popular. The ‘Dr’ would teach kids to draw the Danone Prince and encourage them to create and submit their own comic strips featuring him. Weekly online voting helped children engage with the story and control its direction.

8,500 children visited the site daily during the summer season. Monthly sales grew between 98% and 167% during the promotional period. In 2007, expected book sales are over 500,000. We are now investigating creating our own Danone Prince TV program, merchandising and other ways to bring the character to life.