Danone Activia Revolutionises the Canadian Yogurt Industry
Agency: Saint-Jacques Vallée Y&R
Business Results Period (Consecutive Months): June 2004 – December 2009
Start of Advertising/Communication Effort: June 2004
Base Period for Comparison: Historical Trends
This is the story of Activia by Danone, a delicious yogurt with a unique probiotic culture called B.L. Regularis™, an ingredient that is proven to promote regularity and the healthy functioning of the digestive system.
Canadian legislation prevented Danone from claiming the specific health benefits of this probiotic culture, since the bacteria’s effects had yet to be recognized by Health Canada. This...