Activia Leads Wellness Movement with Gut Health at Center Stage in New Campaign

Jul. 25, 2023

Probiotic pioneer Activia is prioritizing the importance of gut health in a new campaign, "Little Lessons on Gut Health" by creative agency DAVID Miami. The creative work furthers the brand’s stance as a champion for gut health education and leader in the wellness space.

“The Amazing Gut from A to Z” is how Activia is sharing with customers the importance of maintaining one’s gut. Prioritizing gut health in your daily routine is one of the most effective ways to impact every aspect of health, from digestion to mood. It’s now easier than ever with Activia’s products that offer delicious taste packed with probiotics proven to help maintain a healthy gut.

Starting with the A, B, and C’s of gut health, the campaign shares lessons on gut health in an energizing and upbeat song, teaching consumers what a healthy gut can do for them and how Activia can guide their health journey. Starting with the gut where it all begins, the creative illustrates the many ways we move our body throughout the day and the necessity of a healthy gut. The supporting campaign, “F in Fiber”will focus on the importance of adding fiber into your diet, giving consumers the tools to master their own health.

Rafa Donato, CCO at DAVID Miami said:

"Activia has always championed digestive health. Now we want to turn people’s attention to their amazing gut and how yogurt can be key in their wellness journey. All this with lots of rhythm and swagger to make it easily digestible (pun intended), and thus consolidating the brand’s authority in gut health for a younger audience."

 

Guilherme Ferreira Global Marketing Head of Activia shared:

"We aim to elevate the conversation around gut health in a way that's as enjoyable as it is informative. We firmly believe in bringing the 'fun' into 'functionality'. We're doing this by transforming the complex subject of gut health into engaging, easy-to-grasp content."

 

Rita Pestana, Global President of Functional Dairy for Danone shared:

"In line with Danone's mission to bring health through food to as many people as possible, we at Activia are setting the stage for a new era of functional food. Recognizing the growing consumer demand for food with tangible health benefits, we're harnessing this potential to optimize gut health and overall wellness."

 

The campaign created by DAVID Miami runs globally (France, UK, Turkey, Belgium, Germany, Spain and Romania).