“The recipe for success is a functional and clear benefit on digestion,” says Activia marketing manager Blandine Stefani.
“Research shows that 59% of women say they experience some kind of digestive discomfort such as a bloated feeling from time-to-time.”
She adds: “Marketing support has been essential in building the brand’s success, since 2006 we have run TV advertisements using real-life testimonials from women convinced by Activia, this has enabled us to clearly communicate the brand’s benefits and consequently attract new customers.”
As a result the brand has become number two in yogurts and desserts, contributing 45% of category growth, resulting in more support from the retailers in terms of shelf space and visibility allocated to the brand.
More success is predicted in 2008 as Activia got off to a flying start in January with a ‘New You’ campaign, which has been spearheaded by celebrity Nell McAndrew who is well-known for her healthy lifestyle.
2007 £123.4m
2006 £98.0m
yoy change 25.9%
