Agency: RKCR/Y&R | Authors: Jeremy Poole and Joanna Bamford |
Danone Activia – The value of letting the product shine
“A good advertisement is one which sells the product without drawing attention to itself” - David Ogilvy
INTRODUCTION
This is a simple story.
But it's a simple story with an impressive ending.
It's the story of how Activia went from a niche player worth £26.3m a year to a brand with sales of over £120m in just three and a half years.
It's a story of how a tried and tested communications convention proved to be the...