Dano^® aims for the moon

New marketing campaign shows Lebanon the way to the stars
Lebanese children look to the stars and think of DANO^® following a dynamic marketing campaign that enters its second phase this spring.
Featuring children dressed in astronaut suits, the campaign builds on Arla Foods Ingredients’ position as the official supplier of dairy products to international space programmes and aims to strengthen the brand as the milk powder for families in Lebanon.
DANO^® senior brand manager, Michael Lundtoft describes the campaign, which was first launched in autumn 2007, as the initial step in a long-term plan to reposition the milk powder in Lebanon.
We want DANO® to be seen as a brand for all the family and, most importantly, children. It is with children in mind that we will introduce new innovative milk powder products. Ultimately, our aim is to move more into the milk-based child nutrition category, he says.

Radio spots, television commercials and billboard advertising in Beirut all show the space-travelling kids appealing strongly to the youngest consumers and their parents. At special marketing events, children can dress up as astronauts, make themselves weightless on big trampolines and taste milk bites, the protein and calcium-rich snacks developed by Arla Foods Ingredients for space travel.
Our products for astronauts are a fantastic story that make us stand out from the competition, Michael Lundtoft says.
Originally introduced to Lebanon in the early 1980s, DANO^® today is the second strongest brand on the market after Nestlé. The brand’s success through thick and thin during those years is largely due to the untiring efforts of the Kallassi family, the distributors who put DANO^® on store shelves.