Activia Canada 2012: Back to relevancy, back on track!

Saint-Jacques Vallée Y & R Brands

Section I — Basic information

Business Results Period (Consecutive Months): December 31, 2011 – July 1, 1012

Start of Advertising/Communication Effort: December 31, 2011

Base Period as a Benchmark: Historical Comparisons

Section II — Situation analysis

a) Overall Assessment

Activia is a brand that has benefited from great financial success and also achieved a strong brand equity over the past years: a result of good product, intelligent marketing decisions and effective advertising campaigns. However, starting in 2010 up to the end of 2011, Activia started to lose momentum and even experienced a decrease in sales vs. previous years. (Footnote 1) This was explained primarily by a price increase, less advertising presence, some advertising fatigue and a less effective messaging in 2011 television executions. Therefore, we had to ask ourselves if there was still room to grow. Had Activia's growth reached a plateau? How could this downhill trend be stopped?