Danone breaks new Activia campaign
Danone Canada has begun a new marketing campaign intended to introduce new consumers to its Activia yogurt brand. The campaign, called "Live InSync," was developed by Y&R Group and adapted for Canada by Taxi. It is aimed primarily at women between the ages of 29 and 39 and focuses on the nutritional benefits of the product.
The digital component of the campaign consists of a new Instagram account, along with Facebook content and additional social media support. This element will make use of online videos featuring nine Canadians. These include restaurateur Devin Connell, fitness blogger Sasha Exeter, rocket scientist Natalie Panek, television personality Dina Pugliese, ballet dancer Jenna Savella, fashion journalist Lolitta Dandoy, entrepreneur Andréanne Marquis, Olympic athlete Marianne St-Gelais and actress Mariloup Wolfe.
Via a collaboration with Rogers Media, these personalities will also appear in sponsored content in the November print and digital issues of Chatelaine, Flare and LouLou magazines. The campaign also includes a television commercial in 30 and 15-second versions, as well as sponsorship of the Women of Influence Evening event in Toronto in October and in-store materials. The brand has also redesigned its packaging to appeal to a broader consumer base, according to the company.
"Live InSync is an exciting, unprecedented direction for Activia because we are asking consumers to appreciate the bigger picture of what the brand represents in their lives," said Geneviève Bolduc, marketing director at Danone Canada. "Activia is in the enviable position of being the clear leader in its category, but we also understand that now is the time to pave the way for our future. Our new global positioning allows us to maintain our existing consumer base while also becoming relevant to a younger woman who is health- and lifestyle-savvy, but needs to take a more holistic approach to her wellbeing."
The digital elements of the campaign were produced by Bam Strategy, with social media by Carl. Media work is being handled by Carat, with public relations by National and point-of-sale materials by Publicis.