Activia, a brand of White Plains, N.Y.- and Broomfield, Colo.-based Danone North America, said it is launching a new ad campaign titled “A to Z” to continue building on the brand’s evolution as a modern gut health innovator. The campaign speaks directly to Gen Z and millennials about the importance of the gut and highlights all the ways it can affect how people feel, physically and emotionally. Based on the “alphabet” of feelings and emotions, the new spots remind consumers that “it all starts in the gut.”
The campaign features a catchy song that raises awareness of the importance of taking care of the gut, starting with Activia, which contains billions of live and active probiotics. The alphabet serves as an analogy to the all-encompassing nature of your gut. With the number of Google searches for “gut health” rising by more than 400% between 2015 and 2020 (according to Google Trends), it's apparent that consumer interest in taking care of digestive health and holistic wellness continues to grow, Activia said.
“Consumers know and love Activia as one of the original brands to bring probiotics to the mainstream,’” said Sonika Patel, vice president of marketing, Danone North America. “Our goal is to connect with a younger audience and illuminate how the gut is the starting place for so much about how we feel. Bright, fun and musical, our new direction calls attention to how much of your daily life is affected by your gut.”
The ad campaign stars a representative and diverse group of women; the four spots celebrate all the feelings and moments — big, small and everything in between — that start in your gut, Activia said. As part of the campaign, Activia is also relaunching its “Gut Health Challenge” initiative, designed to invite newbies into the family by encouraging them to try Activia twice a day for two weeks.
Built on decades of science and innovation as one of the first major brands to bring probiotics to the mainstream in American dairy aisles, Activia said it has always known that gut health is cool. The brand has continued to bring more ways to get probiotics into your daily routine — launching new products from Activia Probiotic Dailies and Activia Dairy-Free to Activia Probiotic Smoothies.
“At Activia, we have spent the past 20 years pioneering probiotic research, and we are so excited to see the brand’s evolution as a leader in the space,” said Patel. “This is just the beginning. Because you rely on your gut every minute of every day (from nerves before a big meeting to the butterflies before you go on a first date), we want to equip consumers with the best options to help support their gut health.”
In the coming weeks, Activia said it plans to announce fresh collaborations that continue to explore the connection with whole-self wellness, soul, mind, body and gut health.