Actimel: From Hampstead to Hartlepool - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper tells how Actimel's 'Feel Good Challenge' successfully overcame the 'mung bean' image of probiotics and helped Danone take Actimel's health properties across the nation, to the tune of an estimated £90.8m incremental sales and £36.3m profit. By the end of the second millennium, the leading probiotic drink had scarcely made it into 1% of the nation's fridges. The campaign to challenge the nation to an Actimel drinking competition has now turned Actimel into a £112m probiotic drink brand now drunk in one in four British homes ;---(TAGS)--- Full Title: From Hampstead to Hartlepool : turning live bacteria into popular culture - how a drinking challenge helped take probiotic drinks to the people ; Number: 2006/46 ; Brand Name: Actimel ; Client: Danone ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: RKCR/Y&R ; Author: Rebecca Moody, Joseph Heath ;