Similar strategies, same strong branding…

Click on images to view the commercials.

In the U.S. with Jamie Lee Curtis
2007	2008
In the U.K. with the “Activia Challenge”
2008
In Canada with the dancing belly
2008	2009

More details on individual ads available when viewed on AdPharm

A delicious way to help naturally regulate the digestive system.

Now available in light, drinks, and with fiver.

Go to activia.com and click on “healthcare professionals” to get your patient referral pad now. Offer available to healthcare professionals only.

Brand name: Activia
Generic name/category: probiotic bacterium Bifidobacterium animalis, health beneficial product, with focus on improved digestion
Company: Dannon
Country/Market: USA, North America
Indication(s)/use: Improving digestion
Target: Healthcare Professionals (HCP)
Tagline: A yogurt that does more than just taste good.
Publication: Contemporary ob/gyn June 2009

To see all of this brand’s ads on AdPharm, click here

The activia touring van: dedicated to digestive comfort!

Boucherville, March 30^th, 2009 – From March 26th to April 21st, the Activia 14-Day Challenge^TM will be hitting the road in a fully-equipped touring van to greet consumers on its tour of the various Canadian markets.

A true semi-annual meeting with consumers–now in its fourth year–is celebrating the beneficial effects that regular consumption of Activia probiotic yogourt can have on digestive health.

The Activia touring van will invite consumers to treat themselves to a little break so they may find out more about digestive health and probiotics, and to register for the Activia 14-Day Challenge^TM. This tour is structured around the following features:

• a touring van bearing the colours of the Activia 14-Day Challenge^TM with an 8 x 14 foot lounge area inside;

• an interactive terminal for registering for the Activia 14-Day Challenge^TM;

• a plasma screen showing a video on the topic of digestive health;

• relaxing and inviting background music;

• an on-site nutritionist available to offer advice on ways of taking care of one’s digestive health;

• a private area with a comfortable armchair, headset and explanations on the importance of abdominal (deep) breathing, given by a yoga expert.

The tour also involves a distribution of samples of Activia yogourt, ballots to a contest with a chance of winning a package valued at $1,000, and discount coupons for future purchases of Activia yogourt.

According to a CROP survey conducted last year, 50 percent of women in Canada aged 18 to 70 claimed to suffer from digestive problems at least once a week, leaving them feeling uncomfortable and tired. “If many people are experiencing digestive health problems, clearly it still remains today a topic that we have difficulty discussing easily,” points out Geneviève Bolduc, Brand Manager of Activia Canada. “The Activia touring van will provide an opportunity for consumers to speak openly with experts about their digestive health so they may then be able to take measures to improve it as much as possible.”

The Activia 14-Day Challenge^TM Tour will be making its way through the Greater Montreal Area from March 26th to 29th, the Greater Toronto Area between April 3rd and 9th and, finally, the Calgary Region between April 15th and 21st.

In Canada, Danone Inc., a member of Groupe Danone, is a world leader in the agrifood industry. Producing superior quality products that combine good taste, health and well-being, Danone is Canada’s top yogourt producer. Danone thrives on its conviction that its activities must be directly aimed at improving the lives of all Canadians, present and future. For more information, visit: www.danone.ca.

Client: Danone Inc. in Canada
Marketing Director: Calvin Hwang
Senior Brand Leader, Activia: Ben Angeloni
Brand Leader, Activia: Geneviève Bolduc

Agency: Enzyme Inc.
Board Director: Lina Vandal
Senior Consultant: Judith St-Pierre