Danone has announced the launch of its new campaign, “The little bottle with a lot inside” for drinking yogurt, Actimel.
The £3.2m spend is being supported by a 30 second TV ad, national press, outdoor advertising, an on-pack promotion as well as PR and digital media. The campaign aims to encourage people to take another look at Actimel and realise there’s more to it than meets the eye. The campaign is targeted at the whole family; in particular, mums with kids, and seniors. The ad was first aired on the 2 January and will run across the first quarter of 2012.
Bryan Martins, Brand Marketing Manager for Actimel commented; “We are very excited about “The little bottle with a lot inside” campaign where, for the first time, we are really showcasing the ingredients packed into the little bottle.” To complement the campaign, there is an on-pack promotion featured on three million Actimel 12 packs. Running from January to March, there is a free gift for consumers with every pack purchased. Gifts range from mini manicures to gardening, cleaning and car washing.
