For 25 years, Activia has exclusively communicated as a functionnal product brand helping women to condition their digestive system to run optimally.
As a consequence, it was totally emotionnaly disconnected from women.
It needed a fundamental shift.
We decided to seal a partnership with Ingrid Silva, a breakout ballerina born in a brazilian favela. We made her the new global brand ambassador to deliver through her story a simple emotionnal benefit, yet powerfully hopeful and true to our product vision:
It starts inside.
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