Home > Encyclopedia of Major Marketing Campaigns > Dannon Company, Inc.

• OLD RUSSIANS Campaign
• To Russia, with Yogurt—and Plenty of Vodka
• Further Reading

120 White Plains Rd.
Tarrytown
New York
10591-5522
USA
tel: (914)366-9700
fax: (914)366-2805
website: http://www.dannon.com

OLD RUSSIANS Campaign

Overview

Dannon yogurt was introduced to the United States in 1942 but had existed as a staple in certain other countries long before that. Many believed that yogurt contributed to the longevity of the Bulgarian people, although these claims were not validated by scientific evidence. Inspired by these claims, Dannon promoted its product with an emphasis on its purported health benefits. For its first 20 years in the U.S. market,...