|Agency: Saint-Jacques Vallée Young & Rubicam|
Activia – The Activia 14-day challenge
Winner: Events, Seasonal & Short Term - Silver
Business Results Period (Consecutive Months): February–May 2006
Start of Advertising/Communication Effort: February 13, 2006
Base Period for Comparison: November 2005-May 2006
Activia Yogurt from Danone launched in Quebec in June 2004 and in English Canada in January 2005. 2005 ended extremely well. Sales surpassed all projections, and the national market share reached 5.2%.
The objectives for 2006 were extremely ambitious - particularly given the fact that Canadian regulations prohibited us from advertising Activia's positive effect on the digestive system....