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Award-winning case study
1.
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, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2006
Despite being the market leader in the yoghurt industry, Danone hoped to encourage people to purchase its probiotic drinks. With its main competitor, Yakult, well established in this sector, people w ...

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By Lauren Luke