Activia: The value of letting the product shine - IPA Effectiveness Awards Case Study 2008

Brief Description: This paper demonstrates how Activia went from a niche player worth £26.3 million a year to a brand with sales over £120 million in just three and a half years. Launched in 1999, Activia is unique for being a yoghurt containing a probiotic culture that has digestive benefits. Using a testimonial approach in its core TV campaign to discuss digestive discomfort, the product benefit was delivered sensitively and appropriately. The success of the campaign produced a short-term incremental profit of £29.9 million, and also generated payback of £3.03 per every £1 spent ;---(TAGS)--- Full Title: The value of letting the product shine ; Number: 2008/13 ; Brand Name: Activia ; Client: Danone ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: RKCR/Y&R ; Author: Jeremy Poole, Joanna Bamford ;