Since its introduction to the US in 2006, Activia has been at the forefront of the digestive health conversation. Now, the leading-selling yogurt worldwide* is embarking on a new campaign to encourage Americans to have a “happy tummy” and experience the many benefits of feeling good from the inside.
To help them on their mission to spread the “Activia Tummies. Happy People” message, Activia is partnering with three new “Activiasts”: leading multi-media entertainment artist, Reba McEntire, the respected health expert, Dr. Travis Stork, and world-class athlete, Laila Ali.
“Eighty percent of Americans experience some form of digestive health concerns, and Activia has become a convenient and delicious probiotic yogurt and digestive health partner for millions of Americans,” says Jeff Rothman, Vice President of Marketing. “Each one of our new spokespeople personifies the idea that when you feel your best, you feel as if there is nothing you can’t accomplish. We hope the ‘Activia Tummies. Happy People’ campaign will engage more people in taking care of their whole selves by understanding the connection between how you feel when your body is working as it should and your overall wellbeing.”
The “Activia Tummies. Happy People” campaign will come to life in several thirty-second commercial spots featuring the three spokespeople and their smiling tummies, airing on a variety of early morning, daytime cable and primetime shows. The campaign also includes high-impact print insertions within influential women’s health and lifestyle publications.
For more information, visit www.activia.us.com.
*Source: Danone Activia is the number one Global Fresh Dairy Brand both in retail value and volume sale in 2011: Nielsen Data, July 2012