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: Activia; Client: Danone; Product Category: Food (Dairy products - milk/cream/yogurt/cheese/eggs); Agency: RKCR/Y&R; Author: Jeremy Poole, Joanna Bamford; Prize Winners: Silver (Adworks ref: Advertising Works 17)