In Soviet Georgia
| Industry | Food processing |
|---|---|
| Headquarters | United States |
| Products | Yogurt |
In Soviet Georgia was a 1970s advertising campaign launched by Dannon in the United States to promote the health advantages of their yogurt and stimulate sales growth. After enduring several years of financial setbacks, the campaign ultimately generated profits.[1] Airing from October 1976 through 1978, the advertisements appeared on U.S. television and in print media such as TIME and Newsweek. Remarkably, it was the first American commercial filmed within the Soviet Republic of Georgia, garnering numerous industry accolades.[2]
Creation
The concept for the campaign was crafted by the Marsteller agency under Juan Metzger, then CEO of Danone's U.S. operations, who sought to reposition Dannon yogurt as a product associated with health and longevity. Production occurred in Abkhazia during July 1976.[3]
The initial ads debuted in October 1976, followed by additional campaigns in 1977 and 1978. The Son of Russia spot earned a 1978 Clio Award, credited to writer Steve Kasloff and creative director Peter Lubalin.[4]
Television commercials
The advertisements showcased elderly Georgian farmers, accompanied by a narrator stating, "In Soviet Georgia, where yogurt consumption is high, many live beyond 100 years." Each segment identified the farmer’s name and age, which ranged from 95 to 105 years. One commercial ended with an elderly man eating Dannon yogurt alongside a woman purported to be his 114-year-old mother. The narrator remarked, "89-year-old Bagrat Tabaghua... ate two cups. That pleased his mother very much." However, Dannon never confirmed or authenticated the ages presented.
Success of the campaign
Industry publications such as Advertising Age, The Chief Executive, and The Wise Marketer praised the campaign as an effective business initiative. Advertising Age included it among the Top 50 greatest TV commercials ever made and placed it at #89 on their list of the 100 Greatest Advertising Campaigns. Analysts from The Wise Marketer observed that after launching this campaign, Dannon transitioned from losses to sustained profitability spanning from 1975 until a downturn in sales occurred in 1990 due to yogurt price hikes.
Reruns
Starting in 1996, these commercials were rebroadcast on classic TV networks including TV Land and TV Land Canada.
References
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