Danone Actimel - From Hampstead to Hartlepool: turning live bacteria into popular culture - how a drinking challenge helped take probiotic drinks to the people

Joseph Heath and Rebecca Moody

Despite being the market leader in the yoghurt industry, Danone hoped to encourage people to purchase its probiotic drinks.
Agency: RKCR/Y&RAuthors: Joseph Heath and Rebecca Moody

Danone Actimel - From Hampstead to Hartlepool: turning live bacteria into popular culture – how a drinking challenge helped take probiotic drinks to the people

INTRODUCTION

Originating from the lands of the Crusades, yoghurt is one of the most magical foodstuffs known to man. In its natural state, it is a powerful probiotic, chock full of billions of microscopic, live bacteria, with a millennia-old reputation for bringing life force to mankind; it was Abraham's 'milk and honey'.

So why did the Brits steadfastly shun yoghurt's livelier properties? Why by the...

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