The Client
Global food and beverage leader Danone was eager to shift its perception away from “just a yogurt brand,” instead reinforcing the innovation present throughout its entire corporate brand portfolio. And what better way to do that than through an activation at Aspen Ideas Festival (AIF), a purpose-driven global business event described as the place “where world leaders from around the globe gather to engage in deep discussion”?
Sequence brought Danone’s corporate brand to life at Aspen Ideas Festival through an immersive activation featuring experiential design, thought leadership, interactive product experiences, and purpose-driven programming.
The Challenge
Danone had a number of key objectives, including increasing brand awareness within the business, commercial, and purpose-driven communities, along with deepening and fostering new relationships. The company also aimed to showcase its mission through the theme of “inclusive nutrition,” and continue the important conversation of food disparity in the United States.
The Solution
Danone turned to Sequence Events to conceptualize and execute the onsite activation and VIP function for its presenting sponsorship at the Aspen Ideas Festival. The colorful, 400-square-foot space—the brand’s first time activating at AIF—highlighted Danone’s mission of "bringing health through food to as many people as possible" along with its diverse portfolio of products. Highlights included:
- A podcast studio: In collaboration with B Lab and Hueman Group Media, Danone produced a special Forces for Good podcast mini-series recorded live at the event. The series featured discussions on social and environmental issues, contributing to a broader narrative of inclusive nutrition.
- An open mic space: The podcast studio transitioned into an open mic space when not in recording sessions. A prompt, displayed on tabletops and floor-standing signs, asked attendees a single question: “How can business create a positive impact on society?” For each person who answered, Danone donated $25 to FoodCorps.
- Smoothie bikes: Interactive stations where visitors could blend their smoothies using Danone products from brands like Silk, Oikos, and So Delicious. The bikes served both as an engagement tool and a showcase of Danone’s diverse offerings.
- Product displays: Products representing each of Danone’s business units were displayed on tall white pedestals wrapped in thematic vinyl. In total, 17 brands and 30 product lines were displayed, giving attendees a glimpse into Danone’s robust offerings.
- A VIP luncheon: An exclusive event with Danone executives and select guests, who discussed ways to identify solutions for nutrition gaps in the American food system.
Design-wise, the activation embraced a vibrant, mosaic-inspired aesthetic to symbolize the unity of diverse elements within Danone—people, products, and purpose. This theme was visually represented through shapes such as stars, arcs, and rectangles in the brand’s color palette, enhanced with natural décor elements like plants and thematic pillows.
The Results
The activation successfully attracted more than 1,000 visitors across 3.5 days, including executives from influential organizations like Ralph Lauren and Mount Sinai Health System. Approximately 1,000 smoothies were blended on the smoothie bikes, highlighting Danone’s product variety; guests also enjoyed hundreds of Too Good smoothies and So Delicious frozen desserts.
The site hosted prominent podcast guests, including executives from Aspen Ideas Climate, FoodCorps, and Prudential Financial. It was also a major hit on social media, and drew praise from Danone executives who shared feedback like, “Sequence has been a tremendous partner and our booth was easily the most thoughtful and engaging articulation of our corporate brand on the campus.”
We’re proud to say that Sequence Events’ work on this activation was awarded an ESPRIT Award for Best Scenic Design, Installation, or Exhibit Design!
