STRATEGY_ADVERTISING
ACTIMEL
_DANONE
Creative Lead | Creative Strategy
Each Actimel makes a difference
Help yourself, help the Red Cross.
Actimel's leadership results from Danone's significant innovation. However, many wear factors have affected the product’s credibility and the category itself. The brand's 10th anniversary was the perfect opportunity to renew the perception of its values and recapture the segment under its leadership.
The strategic approach was to transform Actimel Anniversary into a high-visibility event and associate it with a cause to strengthen the brand positioning and generate enthusiasm for the product.
That was accomplished by associating the brand with the Red Cross; blending the values that are intrinsic to the product, with the altruism and emotion related to the cause. Actimel helps reinforce our natural defences, and it also helps many others.
The creative concept conveys that each individual (bottle/person) makes a difference – and that we all together can make it possible.
The creative strategy involved parallel campaigns to the general public (TTL & POS); and the internal public (anniversary event, campaign induction & team building). This concept was built upon the idea of being good to yourself and others, which was applicable not only to the consumer but to all publics. By sharing this purpose with stakeholders and consumers, Actimel was igniting both PR and sales.
ACTIMEL'S anniversary was THE great opportunity to renew the perception of the brand's values and recapture the segment under its leadership.
The promotional mechanics for the external targets was built upon sales percentage reverting to_
Ambulance Donation
Training volunteers
Public money donation to the Red Cross
Provision of equipment for assistance and relief activities
Upskilling current technical staff
