DANONE YOPRO 

Building the training peer for everyday athletes

Danone was entering a new category with YoPRO: high-protein dairy created for a more individual, active and performance-driven consumer. 

LINE helped define YoPRO’s role in sport — not as another nutrition product, but as a training peer for anonymous athletes: the one that pushes them to run the extra mile, complete the last set and overcome their own challenges. 

From positioning to activation, we built the platform that turned YoPRO into a credible companion before, during and after every challenge. 

WHAT WE BUILT 
  • + Brand Strategy 
  • + Partnership Strategy 
  • + Creative Direction 
  • + Experience & Activation 
  • + Content Strategy & Production 
  • + Talent 
  • + PR & Media 
  • + Performance Analysis 

Sergio Turull getting ready for the Rock’n’Roll Running Series Madrid

Sergio Turull, Cesc Escolà, Paula Butrageño and Valentí Sanjuán at the Mitja Marató Barcelona

Saleta Castro with members of her YoPRO Team before the 3 Nacions

An athlete after the Marnatón Barcelona

Ingrid Pino running the Rock’n’Roll Running Series Madrid

Purito Rodríguez, Saleta Castro and Jose Hermida before the 3 Nacions

STRATEGIC MOVE  

We built YoPRO’s place in sport from the inside out. 

First, we defined the brand DNA, target insights, communication strategy and sports universes. Then, we translated that positioning into an activation model built around the athlete journey: training, competition and recovery. 

Through aspirational competitions, ambassadors and always-on content, YoPRO moved from product launch to sports culture. 

WHY IT MATTERS 

YoPRO earned a credible role in the world of sport. 

By connecting brand strategy, athlete insight and real competition experiences, LINE helped Danone build more than a product launch: a sports nutrition platform rooted in commitment, performance and everyday progress. 

results

700

Pieces of content and posts

5

Online reach

132

Offline reach

65

Product tastings

4

PR reach