Danone: Promoting well-being and strategic growth in Brazil

Building connections for a healthier world

Danone, a global leader in the food and beverage industry, whose mission is to bring health through food to as many people as possible, faces a constant challenge: translating this mission into personalized, relevant digital experiences. 

To explore how innovation and technology are shaping Danone Brazil’s approach to well-being and strategic growth, we spoke with Marcela Rocha and Livia Magalhães. 

Danone is far from being just a product brand, they have invested in a customer experience (CX) strategy that turns transactional interactions into meaningful conversations. With the exponential growth of eCommerce, success now depends not only on product quality, but also on how the brand connects with customers throughout their journey. At this point, smart communication becomes the main nutrient for loyalty and consumer well-being. 

Marcela Rocha, Multichannel Engagement Manager, emphasizes: “We’re ready to engage people through communication that inspires them to adopt healthier eating habits.” 

*Note: At Danone, only the butter and cream cheese (requeijão) products carry Brazil’s front-of-pack “high in” label.

AI as a channel of care

For Danone, CX is essential. Communication must be inspiring and relevant to truly influence consumer decisions. 

Livia Magalhães, eCommerce & CRM Channel Manager, highlights the value of the company’s strategic partnership with Infobip and sees the future in AI-powered personalization: 

Continuous engagement by nurturing connection

How does Danone keep its audience continuously engaged in adopting healthier habits, both digitally, and beyond? Marcela explains that conversational technology is key to going beyond sales, especially with a broad portfolio and diverse audiences, including consumers, shoppers, and healthcare professionals: 

By using messaging to share fast and relevant information, such as through the Nutrir chatbot, Danone delivers timely and relevant information tailored to each customer’s nutritional needs. This approach ensures the brand delivers the right message through the right channel, tailored to the unique health goals and preferences of both customers and healthcare professionals. 

Danone & Infobip: The power of teamwork

Danone’s digital success is driven by a strategic partnership focused on consumer-centered technology. Through Infobip’s omnichannel platform, Danone is able to: 

• Boost efficiency and service quality through chatbots and automation. 
• Maintain a strong customer-centric culture, enhanced by the latest AI trends. 
• Drive eCommerce and loyalty through personalized, frictionless interactions. 

Livia summarizes the value of this collaboration in one word: connection. Danone proves that smart communication isn’t a cost, it’s an investment in health and loyalty. As Danone continues to innovate and nurture meaningful relationships, their approach sets a benchmark for brands seeking to make a genuine difference. By prioritizing well-being and strategic growth, Danone shows that investing in human connection is not just good business, it’s a commitment to a healthier, more connected future for all.