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Danone breaks Activia campaign

Danone Canada has begun a launch campaign for a new drinkable line of Activia yogurt products. The campaign, developed by Saint-Jacques Vallée Y&R, began on Feb. 29 to mark the extra day of the leap year. It includes television, online, out-of-home and print advertising, along with in-store materials. The creative is intended to resemble ads for beauty products and focuses on the line's range of flavours and probiotic content. The initiative will run until the end of August.

"The idea behind the campaign is not merely to show that the new drinkable Activia provides an efficient way to consume probiotics daily, but also to help consumers be more efficient themselves," said Pierre Nolin, creative director of Saint-Jacques Vallée Y&R. "For instance, we have developed a pre-roll that you can choose to ignore. Each minute saved can be used more efficiently."

Media planning and buying are being conducted by Carat. The digital work was done by Bam Strategy. Point-of-sale materials were developed by Publicis. Public relations are being handled by National.

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