Danone Activia: How a little bit of T.L.C. made a market leader

In 2009 Activia was the major challenger within the chilled yoghurt and dessert market in the UK, but its positioning as a solution to the problem of bloating had finite relevance, preventing it from taking the top spot.

Danone Activia: How a little bit of T.L.C. made a market leader

Principal authors: Rowenna Prest and Alice Huntley, RKCR/Y&RContributing authors: Alan Bloodworth and Benjamin Morgan, OHAL; Beatrice Boue, MEC; Shawn Pitt, Millward Brown

INTRODUCTION: THE PAYBACK OF THINKING BIG

This is a story of how a challenger brand became leader in an especially competitive marketi.

How a brand built on a functional claim to be the solution to a particular kind of problem found a way to engage an even wider group of consumers who didn't identify with that problem.

How a small...

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