DANNON ACTIVIA

Dannon launched a new campaign ‘It Starts Inside’ to reposition its yogurt brand Activia. It focused on emotion, rather than purely functional benefits of probiotics and digestive health. The campaign was tailored to reach new audiences including a younger demographic. Sarah Thomas, the first female NFL official, was engaged as part of the campaign and shared her inspirational story. PR was activated as part of an integrated plan with multiple agencies. We strategically timed the launch of the ‘It Starts Inside’ campaign with the upcoming Super Bowl. We leveraged the timeliness and interest around the game to coordinate a media week for Sarah. This included a Satellite Media Tour, Audio News Release, interviews in New York City and two days on Super Bowl’s Media Row. Top-tier broadcast placements included interviews on Harry, NFL Network and Fox & Friends among other print and online features.