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Activia Going With Its Gut: Targeting Young Consumers In Advertising Probiotics As 'Cool'

 
• By Eileen Francis

Danone North America’s Activia video campaign “A-to-Z” targets young women to make a connection between emotions and the complexity of the gut microbiome. The campaign will include four videos, with the first promoting a “bright, fun and musical” feel on the branded site and on YouTube.

young woman wearing a T-shirt printed with an intestinal illustration

Danone North America’s latest campaign for Activia yogurt is going where no probiotics campaign has gone before – making a connection between emotions and the “all-encompassing” nature of the gut.

In a 30-second video, “A-to-Z,” Danone promotes gut health as the core of holistic wellness to younger consumers, particularly women, with a “bright, fun and musical”

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