Danone Font Vella
How Danone encouraged children to drink more water by making it fun.
1. What is the observed insight?
A pioneer study carried out in Spain reveals that children and adolescents do not drink enough water. 87% of them do not comply with EFSA’s recommendations that children aged 4 to 8 years should drink 1.6l, while those aged 9-13 years should drink 1.9l daily.*
2. The Nudge
Font Vella Kids is specifically designed for boys and girls between 4 and 11 years old. In this context, we developed a 33cl natural mineral water bottle with an attractive design shaped and branded with children’s favorite Disney characters.
It has a playful design to encourage children to drink natural mineral water on a regular basis and is adapted to their needs with an ergonomic design that can be handed comfortably.
3. Evidence path
Font Vella Disney children’s bottles have reached 2 millions of homes, with a 16.9% increase in the children’s segment category. Consumers’ great interest in this product is due to the design of these bottles which makes the experience of drinking natural mineral water for children more attractive and creates the habit of a healthy hydration.
* EFSA. Scientific Opinion on Dietary Reference Values for water. EFSA J. 2010 8 :1459 http://www.efsa.europa.eu/en/scdocs/scdoc/1459.htm.