Agency: RKCR/Y&R | Authors: Joseph Heath and Rebecca Moody |
Danone Actimel - From Hampstead to Hartlepool: turning live bacteria into popular culture – how a drinking challenge helped take probiotic drinks to the people
INTRODUCTION
Originating from the lands of the Crusades, yoghurt is one of the most magical foodstuffs known to man. In its natural state, it is a powerful probiotic, chock full of billions of microscopic, live bacteria, with a millennia-old reputation for bringing life force to mankind; it was Abraham's 'milk and honey'.
So why did the Brits steadfastly shun yoghurt's livelier properties? Why by the...