Danone – Activia, three years of tasty success!

Research has shown that as many as two-thirds of Canadians have concerns with their digestion, with women aged 30 and over one of the key segments of the population suffering with these problems.
Agency: Saint-Jacques Vallée Young & Rubicam

Danone – Activia, three years of tasty success!

Bronze: Packaged Goods FoodBronze: Sustained Success

EXECUTIVE SUMMARY

Business Results Period (Continuous Months): June 2004–June 2007Start of Advertising/Communication Effort: June 14, 2004Base Period: Historical comparisons

This is the story of Activia by Danone, a delicious yogurt with a unique probiotic culture called B.L.TM, an ingredient that is proven to promote regularity and the healthy functioning of the digestive system.

Launched in Quebec in June 2004, Activia has become the leading yogurt brand in Canada today, with a market share of...

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