WHITE PLAINS, N.Y. — Activia today announces "Don't Tell Me I Can't," a powerful video that is part of the brand's national rebranding campaign: 'It Starts Inside.' With a fresh new look and brand vision, Activia's new campaign is built on the insight that while women are powerful and comfortable overcoming obstacles, they might not realize that they can be their own harshest critic. Activia hopes that this film will spark a conversation and encourage women to overcome their inner hurdles – and inner critic – to achieve their full potential.
As the brand's newest creative, "Don't Tell Me I Can't" features candid interviews with women who face the realization that self-doubt is often the biggest barrier that can hold them back. The spot offers a look at women's determination when told that they can't achieve something by others, with confident assertions that they would "laugh in their face" and "prove them wrong." When asked if they've ever told themselves that they can't do something, these same women recall moments of self-doubt, saying that they've had to face their inner critic to accomplish their goals.
According to research conducted by Activia, 80% of women agree that they are their own worst critic*. Activia wants to inspire women to rise above their inner critic, and for each woman to recognize that she is filled with the potential to achieve whatever she wants – no matter how big or small. Activia believes this starts inside.
Activia's relaunch includes refreshed product packaging. The iconic yogurt will retain the same exceptional taste, smooth texture and billions of Activia's exclusive probiotics found in every cup to help take care of what's inside.
The 'It Starts Inside' campaign will continue to roll out throughout 2017. For more information about Activia visit Activia.us.com/it-starts-inside, or follow #ItStartsInside.
* Activia's new brand purpose is informed by U.S. consumer research, which found that 80% of women feel that they're their own worst critic in a survey of nearly 1,500 U.S. women ages 25-55 with research partner Global Web Index.
Headquartered in White Plains, New York, Dannon is the leading maker of yogurt in the USA and 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
