Activia’s new campaign and revamped ‘Gut Health Challenge’ aim to boost awareness among millennials and Gen Z of how connected the gut is to overall wellbeing.
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.