Danone Activia – The value of letting the product shine

Launched in 1999, Activia is a yoghurt brand which contains a probiotic culture with digestive benefits.
Agency: RKCR/Y&RAuthors: 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


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...

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