Danone’s Light + Fit brand invests in digital video ad spend, but won’t let go of linear TV
By Kimeko McCoy
Danone-owned yogurt brand Light + Fit is doubling down on its streaming ad strategy. It’s investing in Netflix for the first time in addition to other streaming services, with the goal of better targeting younger consumers.
Last month, the 34-year-old brand announced an effort to modernize and garner a bigger share of millennial and Gen Z attention without alienating its core older demographic. Part of that effort hones in on expanding Light + Fit’s digital video investment, namely adding Netflix to its media mix alongside Hulu and YouTube, as well as linear television spots.
“We really had to make some key pivots and key shifts in our media strategy, and [media] buy, in order to reach our ambition,” said Surbhi Martin, vp of greek yogurt and functional nutrition at Danone North America. “We want to both shift our media mix to recruit that younger consumer in premium digital while also retaining our core through some existing linear TV buys.”
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Source:: Digiday
