Awwwards
Danone

Hired to a launch a new ready-to-drink memory supplement  for a global CPG company in the US.

Souvenaid is available as a prescription medical food in countries like Australia and Germany. Initially regarded as one of the top 5 global Danone initiatives and over 2 years in the making, Souvenaid was unfortunately launched in the US as a supplement. Missing medical and scientific validation and FDA approval (a supplement cannot make any disease-related claims), combined with a high out-of-pocket price point and challenging flavor profile, unfortunately led to the discontinuation of the product only 2 months after launch. After the entire Souvenaid team was dismissed, I was asked to stay on board for 6 more months to help accelerate e-commerce (Danone Nutricia, outside of the failed Souvenaid launch, is an HCP and B2B-focused company) and train the existing marketing and sales junior team members as eCommerce Director D2C & B2B. I ended my time with Danone by doubling Amazon gross sales YOY while improving the margin by 21%.

Below are examples of the design and repositioning exercise I worked on with SuperOk (please check them out, I highly recommend them).