In the spring of 2010, we were asked to engage people with relaunched activia drink in slovenia something that could get young women engaged and passionate. He had filmed a gross-out humor video about the gastrointestinal effects of danone's activia yogurt, and he intended to release it on the internet the subject of academic studies on corporate damage control, including a harvard business school case study concluding that brands “are no longer in control. To engage with youth in myanmar, coca-cola relaunched a previous mobile promotion, which used sms to enable participants to win money to apply to their mobile accounts. This is why dannon boasts its unique selection of probiotic strain which can thrive in yogurts like activia this strain, according to dannon, has been proven from studies to go through the entire gastrointestinal tract without issues more so, placebo-controlled studies also reveal that when included in a balanced diet and a. Four agencies are fighting it out for the global advertising account for danone's yoghurt brands danone: owns activia, actimel and danio the agencies involved are adam & eve/ddb, mother london, betc paris and droga5, with the latter's bid led by its london office danone's yoghurt brands include.
Danone, france, is hoping a new design and visual identity for its digestive health brand activia will position the yogurt range in a more premium light and strengthen its health proposition the core of the redesign is a new logo, made up of two interlocking shapes, to represent efficacy and inner-balance. Dannon has expanded its activia range with the introduction of activia dailies, a range of low-fat yogurt drinks which will be available in the us activia dailies contain the same live and active probiotics found in activia's range of yogurts but in a more convenient package, making it a more attractive product. Activia does not but what's stranger is that probiotics are usually used to treat diarrhea—that's why they are often prescribed to travelers journeying to don't- drink-the-water destinations the studies dannon cites on its web site point toward irritable bowel syndrome, or ibs, which to some has become a.
However, except in a subgroup of 19 out of 267 patients in one study, no significant effect of activia was reported on the frequency, quantity or consistency of stools in its marketing in the netherlands, the company that produces activia, danone, claims that activia promotes defecation there is insufficient. The dannon co inc, white plains, ny, added new activia dailies, a line of probiotic low-fat yogurt drinks the company said activia dailies are packed with billions of live and active probiotics, but in a much smaller 31-ounce serving size available in cherry, blueberry, strawberry and vanilla flavors, the. Activia, the most important dairy brand owned by danone, launched a 1st global marketing campaign to support its positioning as brand that supports a healthy lifestyle centered on a partnership with colombian singer shakira, the campaign runs under the slogan “dare to feel well” shakira foto.
The lawsuit, filed in a los angeles federal court, said dannon's own studies failed to support its advertised claims that its activia, activia lite and danactive were “clinically” and “scientifically” “proven” to have health benefits that coughlin serves as counsel in the case along with mager & goldstein llp. Interactive case studies and videos fast development created engaging and forging a digital mindset groupe danone is a world leader in the food industry, with revenues exceeding €20 billion annually, four major divisions, and well-known brands such as dannon, activia, and evian the company provides dairy. Danone has appointed possible uk to be its global digital agency for its activia yogurt brand.
The lawsuit alleges that those claims are unlawful, and further, that dannon lacked adequate substantiation to support those claims as with activia, dannon's advertising and marketing emphasized that danactive contains a probiotic bacterial strain in danactive's case, dannon trademarked the bacterial. Last month, a los angeles federal court heard that even dannon's own studies fail to prove that activia has health benefits superior to any other brands of yogurt, in spite of the company's claim that these benefits had been proven “clinically” and “scientifically” the la court case ended when dannon paid. Official title: association between gi microbiota, low-grade inflammation and classical pathophysiological factors in patients with irritable bowel syndrome ( ibs) and effect of the consumption of activia on gi symptoms provoked by a lactulose challenge test in ibs patients study start date : may 2010 actual primary.
Target market usa the activia brand, a creamy low-fat yogurt made with probiotic culture, had driven billion dollar sales for groupe danone across europe by 2005 based on this blockbuster success, danone saw the us as the next big market opportunity but while building a truly global brand is the ultimate goal of. Studies exploring gendered perceptions of food often consider yogurt a feminine comestible  furthermore, dannon states that they have only ever marketed their products to women  as a functional food sold to appease digestive ills, the female-focused marketing of activia provides a new and different opportunity to. Order to analyse the possibly underlying success factors, an empirical case study approach was chosen success factors identified in an empirical case study of recent successful eu food and beverage danone conducted thorough consumer research to prepare the relaunch of its 'activia' yoghurt in the.
While there are thousands of different probiotics, only a handful have been tested in clinical trials and been shown to deliver specific health benefits when eaten regularly most probiotic products can be found in the dairy case or as dietary supplements dannon's activia line has been a marketing success. Danone has announced that it will adopt pla packaging in the form of ingeo for its activia yogurt brand the study carried out at heidelberg compared the new pla container with the original cup made of oil-based polystyrene along its entire life cycle, from the cultivation of the raw material (in this case. November 2010 | case studies | casebook dannon uses aspen logistics' salt lake city warehouse to manage raw materials, yogurt ingredients, and fruit totes partnering with a 3pl keeps the facility produces the danimals, dan-o-nino, activia, dannon blended, and light & fit brands west jordan.
Activia reaches 3m in italy with instagram stories - digital marketing case study from the digital training academy - to raise awareness of its yoghurt brand activia in italy, danone used ads in instagram stories, reaching 3 million people and increasing purchase intent among its target audience. Danone case study 1 we support knowledge driven business decissionscom gemius' success story how publishers can increase brand 14 lessons learned – advertiser results it took less than 6 weeks for danone activia banners to reach the campaign quantitative goal of 600 000 real users. The dannon company make more than 200 different flavors, styles and sizes of cultured refrigerated dairy products to serve its retail and foodservice customers.