Danone breaks Activia campaign
Dairy company Danone Canada of Boucherville, QC has begun a new campaign for its Activia yogurt line. Developed by Lg2 of Montreal, the campaign is aimed primarily at women and takes as its theme that “all women have guts.” The initiative is intended to depict the brand as “more modern and engaged,” according to the company, as well as to promote the digestive benefits of its probiotics.
“We didn’t just want to say that women have guts, we wanted to show it,” said Nick Paget, creative director at Lg2. “That’s why we asked a woman with a speech impediment who had never done a voice-over before to narrate our film. Geneviève Lamoureux has serious guts. She took on the challenge and absolutely nailed the V.O. The ad is about courage, and Gen has plenty of it.”