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Danone readies global Activia campaign
By Adnews Staff
French food company Groupe Danone is preparing its first international campaign for its Activia brand of yogurt. The campaign, called "Dare to Feel Good," features pop musician Shakira and is intended to focus on the brand as part of a healthy lifestyle. Developed by Vinizius Young & Rubicam Barcelona, the campaign includes television, digital, print and outdoor advertising, as well as in-store materials, sampling programs, social media activities and public relations. The first television commercial will break in 50 countries on March 16. It depicts Shakira walking through a forest and features a song from her upcoming album. The digital elements of the campaign are focused on a new brand website at <http://www.activia.com>.
"This globally orchestrated campaign represents not only a first for Activia, but a first for Danone," said Luca Casaura, global vice-president of marketing for Activia at Danone. "It is the biggest and most sophisticated multi-market initiative ever undertaken for the company and we are proud to have the support of one of the world's most famous pop stars as our official ambassador. There's no one better than Shakira to represent the importance of making your tummy smile. She perfectly exemplifies how feeling good on the inside is essential to her self-expression as a world-famous dancer and performer."