Dannon: Activia Selects

Activia Selects is a yogurt brand sold in the US. For this launch campaign, the brand was presented as offering an exotically-flavoured alternative to the core Activia range.

Dannon: Activia Selects

Rosetta

Entry Information

Category: Product Manufacturing and DistributionCountry where program ran: USADates program started/ended: August 2011 – August 2011

Product Description:

Activia selects is a new sub brand of Activia yogurts.

Advertiser/Client Name: DannonMedia Channels: Other

Strategy

Marketplace challenge:

The yogurt category has recently been transformed by the emergence of exotic varieties from players like Chobani and Yoplait, that play upon the popularity of the fast growing Greek and French style yogurts. Activia, already an established brand in the pro-biotic category, was late to market with their own international...

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