Dannon: Activia Selects

Rosetta

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: USA
Dates program started/ended: August 2011 – August 2011

Product Description:

Activia selects is a new sub brand of Activia yogurts.

Advertiser/Client Name: Dannon
Media 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 line. We needed to create consumer awareness for Activia Selects and a reason for ongoing consumer engagement with this new brand.

Target audience:

Consumer