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

With this campaign, probiotic yogurt brand Activia, owned by Danone, sought to increase consumption in Canada by persuading existing buyers of the importance of eating the product daily.

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...

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