Danone fought another crisis, this time in Argentina, when its consumers were exposed to a series of online articles regarding the lack of quality in their product, Actimel. Also, consumers have received malicious e-mails about the addiction that the yoghurt will create, the destruction on the natural flora in the stomach and the bad effects on children's health.At first, they responded by using traditional methods like press releases and post on the blogs and websites that promoted the bad image. Also, they made a commercial, based on endorsement, by using the youth-hip journalist, Daniel Morrati.
Then, the team tough they should try something new: By visiting the webpage http://www.creadorderumores.com/, every costumer can create his own rumor, exactly like others did about Danone. Users can choose from a list of pre-definite actions and combine them into creating what they want.
In this way, by involving irony and game, Danone built one of its most successful campaigns, defeated the crisis, and actually became more popular.
Madalina D.
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