At Aguas Danone de Argentina (ADA), we stand by Danone's mission, and we are committed to using our brands to make life better and care for our natural and social environment. Villavicencio brand had a proven environmental track record through the work in the Villavicencio Protected Natural Reserve, it went on from this experience to pursue an innovative partnership with the NGO Banco de Bosque and implement the "Deja tu huella" ("Leave your mark") initiative. To give people the sense that they were part of a movement, we created the equation "1 bottle = 1 sq m of forest protected." We developed a 360° plan, with multiple touchpoints: a TV advertising campaign; packaging and point-of-sale materials for heightened visibility and impact; and a documentary produced in partnership with National Geographic. In 2012, the project protected 23,000 sq m of land, and in 2014 we reached our goal of 48,000 sq m. Today we are continuing to strengthen its protection. The Deja tu Huella initiative created an officially recognized National Park. Its 128,000 hectares of protected land store 200,000 tons of CO2 and protect around 500 animal and 700 plant species. 72% of Argentineans have expressed an interest in helping to save native forests. Meanwhile, Villavicencio’s market share increased by 0.5% in 2012 and 0.4% in 2013, and in 2013 it ranked among the country's five most meaningful brands.

Project Results