Danone Activia Revolutionises the Canadian Yogurt Industry

Activia, the yoghurt brand produced by Danone, is proven to promote the healthy functioning of the digestive system.

Danone Activia Revolutionises the Canadian Yogurt Industry

Agency: Saint-Jacques Vallée Y&R

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): June 2004 – December 2009

Start of Advertising/Communication Effort: June 2004

Base Period for Comparison: Historical Trends

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

Canadian legislation prevented Danone from claiming the specific health benefits of this probiotic culture, since the bacteria’s effects had yet to be recognized by Health Canada. This...

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