Savia is the first non-milk 100% vegetable product launched by Danone. Initially targeted to women 50+, Savia had good sales results when launched, but did not sustain consumption frequency and sales. Danone wanted to re-launch Savia targeting a new consumer segment - "Veggie by conviction" - younger, professional, urban, health-conscious women.Women who are interested in healthier food need to trust the brands they consume and the stores where they shop. They are not attracted to mass brands and large retail chains. They are knowledgeable consumers that gather information on the products they consume.

66.000 people experienced “Savia Space”40.000 samples handed-outSales in:Valencia province + 5 % Valencia city + 9%Mercado Central + 34%Mercado Ruzafa + 39%In 2008 Savia Space will be rolled out to 8 more cities & 16 food markets in Spain

We used the product itself as the main communication vehicle for transmitting the brand’s values: healthy, natural, vegetable origin.We went where health conscious women love to shop, fresh food markets, and created "Savia Space". In this advertising-free, receptive environment, Savia’s attributes could be experienced and seamlessly communicated.We gave our target the opportunity to try the product, learn about its properties and have direct contact with the brand, applying the concept of Advertrying.

'Savia Space' was created in two urban food markets and included:saleswomen that gave out samples, explained and promoted the product and drove salesnutritionists that gave speeches on healthy food habits and benefits of Savia masseuses that helped potential consumers relax, emphasizing the importance of holistic wellbeing In order to communicate the action and drive traffic to the food markets, we used micro-local media - direct mail, newsstand kiosks and radio.