Danone Actimel - From Hampstead to Hartlepool: turning live bacteria into popular culture - how a drinking challenge helped take probiotic drinks to the people

Despite being the market leader in the yoghurt industry, Danone hoped to encourage people to purchase its probiotic drinks.
Agency: RKCR/Y&RAuthors: 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...