Activia, a brand of White Plains, N.Y.- and Broomfield, Colo.-based Danone North America, said it is continuing on its mission as a modern gut health innovator by bringing to life a new collaboration with Daybreaker — the global morning dance movement and wellness community — and actor, producer and philanthropist Nina Dobrev.
Dobrev will be co-hosting the “Bold Moves with Nina Dobrev” livestream alongside Radha Agrawal, Daybreaker founder and CEO, on August 8 at 11 a.m. EST. The event kicks off the start of Activia's “Gut Health Challenge” initiative, designed to invite consumers into the Activia family by encouraging them to try Activia twice a day for two weeks.
The virtual event celebrates the important role the gut plays in wellbeing — “supporting us in whatever the day brings, dance parties and all,” Activia said. Consumers may participate by visiting www.daybreaker.com/activia. After the event wraps, consumers are encouraged to go to www.activia.us.com/gut-healthchallenge to join the “Gut Health Challenge,” try out Activia and share their experience.
These initiatives come on the heels of the launch of Activia’s new ad campaign: “A to Z.” The campaign raises awareness of the importance of supporting of your gut health starting with Activia yogurt, smoothies and other products, which contain billions of live and active probiotics. The ad campaign highlights all the ways the gut is a part of how we feel, physically and emotionally, Activia said. From feeling active to zealous, the new spots remind consumers “it all starts in the gut.”
“At Activia we are always looking for new ways to showcase the connection with whole-self wellness between the soul, mind, body, and of course, the gut,” said Sonika Patel, vice president of marketing, Danone North America. “We are excited to launch this virtual event in tandem with the ‘Gut Health Challenge’ to help bring the larger ‘A to Z’ campaign to life.”