Introduced almost 100 years ago, Banania is a chocolate powder mix with an excellent brand image among French consumers and a rich advertising and visual history. Sold several times over the last 20 years, the Banania brand had gradually lost its uniqueness and raison d’être.

Help Banania compete with the hands-down leader, Nesquik, by rebuilding the brand image around product quality (a real healthy breakfast delivering calcium, iron, magnesium, phosphorus and vitamin B when drunk with milk) and the product’s popularity with mothers and children alike.
Find the right words to speak to parents who are concerned about their children’s health while whetting the appetite of the under-10 age group.

Dragon Rouge decided to mark a break with recent packaging styles using the category’s standard register (bowl pictured on label) and instead leverage the brand’s history to reincarnate Banania. Now, it is the grandson of the original graphic “spokesperson” who addresses children in a playful, friendly tone.
Parents’ expectations are met by focusing on the product’s ingredients and nutritional values.
These changes sufficed, with no advertising support, to make the brand a real challenger in the chocolate drinks market.