The campaign was lucrative for Dannon, allowing it to make profits after years of losses.
[4] The campaign was penned by the Marsteller advertising agency at the urging of the CEO of Danone's U.S. division at the time, Juan Metzger; he wished to market Dannon yogurt in a more health-conscious direction.
[5] In October 1976, the first commercials aired on U.S. television, and the first print advertisements were run in TIME and Newsweek.
One such commercial ended with a shot of an old man eating Dannon yogurt, with a woman who was purported to be his 114-year-old mother looking at him fondly.
[8] Marketing analysts for The Wise Marketer noted that after the In Soviet Georgia ads, the Dannon company reversed a loss trend and started making profits in 1975, which would not end until the fiscal year 1990, when price hikes for yogurt across the board caused sales to decline.