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TV campaign to boost Danone Activia
Thursday October 14 2004
Article taken from issue 246 dated Thursday October 14 2004




Danone Activa: New campaign to reposition brand

Brand repositioning to push lifestyle message

Danone Activia aims to boost sales between 30 and 40 per cent through a new TV campaign, which will reposition the brand from a mainstream and non-specific health message to a much stronger and unique functional benefit message.

The £2.8m TV campaign will last for eight weeks and will reach 87 per cent of the target audience. In addition, the brand will also have a packaging revamp and will be supported through POS and education on fixtures in-store.

This activity will build on the success of the recently expanded portfolio, which includes the launch of a rhubarb flavour in June.

The repositioning is based on research, undertaken by the brand, which revealed that 1/3 of people in the UK and 50 per cent of women, suffer regularly or occasionally from digestive discomfort. Danone Activia contains a unique culture called Bifidus Digestivum which is clinically proven to help improve the natural digestive transit.

The new advertising copy portrays a natural conversation, about digestive discomfort, between a mother and a daughter.

It aims to provoke empathy and deliver the clear functional message that Activia can help improve the natural digestive transit.

It also maintains an element of fun and emphasises Danone Activia's creamy texture and delicious taste. The persuasive campaign is expected to bring over 500,000 new users to the brand.

Brand manager Blandine Stefani said: "There is a clear opportunity for Activia this year to take the lead for functional yogurt and explain to consumers a unique and clinically proven benefit that answers their needs."



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Note added at 5 mins (2004-11-18 22:33:10 GMT)
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On Advertising it is very usal to put strange or scientific names to things that the product has itself, just to give the idea of a very good product.