Activia gets down-to-Earth

The brand's new creative focuses on women in casual settings rather than depicting them as glam go-getters.
Photo Instagram Activia.2_preview

DanoneWave Canada is back for another edition of the Activia Challenge. The yearly challenge takes place from Jan. 8 to Feb. 18 and encourages women to adopt healthy lifestyles, which includes two daily servings of Activia yogurt.

This year’s campaign creative features returning Activia Challenge ambassador and short-track speed skater Marianne St-Gelais. Highlighting the campaign slogan, “Because it starts inside,” the campaign targets women age 25 to 39.

The campaign includes 15- and 30-second television spots in French and English, a partnership with Bell Media radio station Rouge FM in Quebec featuring sponsored content with St. Gelais, digital ads (including an Oath homepage takeover), social content, social media influencers and point-of-sale advertising.

The aspirational creative focuses on down-to-Earth women in a casual, cozy setting rather than glamorous go-getters, with visuals and food styling inspired by Instagram flatlays.

Credits:

Brand: DanoneWave Canada — Activia
Agency: Taxi
Digital: Mirum
Social media: Carl
Media buying: Carat
PR: DanoneWave Canada, National Public Relations
Point-of-sale: Geometry