WHITE PLAINS, N.Y. — Since its introduction to the US in 2006, Activia has been at the forefront of the digestive health conversation. Now, the leading-selling yogurt worldwide* is embarking on a new campaign to encourage Americans to have a "happy tummy" and experience the many benefits of feeling good from the inside.
To help them on their mission to spread the "Activia Tummies. Happy People" message, Activia is partnering with three new "Activiasts": leading multi-media entertainment artist, Reba McEntire, the respected health expert, Dr. Travis Stork, and world-class athlete, Laila Ali.
"Eighty percent of Americans experience some form of digestive health concerns, and Activia has become a convenient and delicious probiotic yogurt and digestive health partner for millions of Americans," says Jeff Rothman, Vice President of Marketing. "Each one of our new spokespeople personifies the idea that when you feel your best, you feel as if there is nothing you can't accomplish. We hope the 'Activia Tummies. Happy People' campaign will engage more people in taking care of their whole selves by understanding the connection between how you feel when your body is working as it should and your overall wellbeing."
The "Activia Tummies. Happy People" campaign will come to life in several thirty-second commercial spots featuring the three spokespeople and their smiling tummies, airing on a variety of early morning, daytime cable and primetime shows. The campaign also includes high-impact print insertions within influential women's health and lifestyle publications.
Activia helps with occasional irregularity** and contains an exclusive probiotic culture, Bifidus Regularis®. Activia is a leader in the global yogurt industry, and offers a wide range of products to improve digestive health. The product line also includes Activia Light, Activia Greek, and the newest variety – Activia Greek Light – that launched in December 2013. Activia Greek Light has all of the benefits of Activia Greek – zero percent fat, two times the protein of regular lowfat yogurt*** and all the digestive health benefits of Activia – with eighty calories. Activia is available in supermarkets nationwide, with a suggested retail price of $3.99. For more information, visit www.activia.us.com.
*Source: Danone Activia is the number one Global Fresh Dairy Brand both in retail value and volume sale in 2011: Nielsen Data, July 2012
**Activia helps with occasional irregularity when consumed three times per day for two weeks as part of a balanced diet and healthy lifestyle.
***Contains 14% of the DV of protein (7g) than regular lowfat yogurt. Activia Greek: 12g (24% DV). Protein Regular Lowfat Yogurt: 5g (10%DV) Protein per 5.3oz.
About The Dannon Company, Inc.
Headquartered in White Plains, New York, Dannon has plants in Minster, OH, Fort Worth, TX, West Jordan, UT, and Portland, OR. Dannon makes more than 200 different flavors, styles and sizes of cultured refrigerated and frozen dairy products to serve its retail and foodservice customers. In its pursuit to bring health through food to as many people as possible, Dannon is committed to Americans enjoying yogurt every day as one of the three recommended daily servings of dairy.
Dannon is a subsidiary of Danone, and Dannon is the top-selling brand of yogurt worldwide, sold under the names Dannon and Danone. Danone holds top positions globally in healthy food through four businesses: it ranks number one worldwide in fresh dairy products, number two in bottled water and baby nutrition, and is Europe's number one medical nutrition company. Listed on Euronext Paris, Danone is a component stock of leading social responsibility indexes including the Dow Jones Sustainability Indexes DJSI Stoxx and DJSI World, ASPI Eurozone and the Ethibel Sustainability Index.
Source: The Dannon Company, Inc.
