Marketing food: Little Actimel's big result

Danone Actimel is a probiotic drink, first launched into the UK market in 1999 during a functional food revolution.

Marketing food: Little Actimel's big result

Neasa CunniffeRainey Kelly Campbell Roalfe/Y&R

Actimel employed 'small thinking' to promote the probiotic drink's natural goodness as a small, easy step to maintain a healthy lifestyle.

The virtues of 'small' are often overlooked in an industry obsessed with the next big thing. We look for big ideas, big thinking, big noise, big changes. In real life, however, it's often the little things that matter most. This case study illustrates the power of 'small' thinking and how it can transform a brand and business.

Danone Actimel is a probiotic drink, which was first launched...

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