Activia lovers can put down that spoon: the Danone brand has launched a new drinkable yogurt.
The product targets busy, active women, 25 to 55, “who want a more convenient, efficient way of having their healthy snacks every day,” said Geneviève Bolduc, senior brand manager at Danone Canada.
“What we’ve seen in our research is that the consumer is looking for more convenience foods, and the drinkable [yogurt segment] is really growing in Canada.”
A 2014 report from Mintel noted that volume retail sales of yogurt and yogurt drinks are expected to rise by around 4% annually over the next five years. One in five yogurt buyers consume yogurt or yogurt drinks on the go.
Research from Danone found that more than 75% of Canadian women recognize that probiotics have a beneficial effect on their health, but only 43% consume them regularly. “The [new] format is a really convenient and efficient way to consume probiotics every day,” said Bolduc.
The product launch is being supported with a new campaign, created by Saint-Jacques Vallée Y&R,which focuses on the four flavours (prune, strawberry, blueberry and pineapple), as well as Activia’s probiotics.
The campaign was inspired by beauty industry advertising, said Bolduc. “We wanted to put the probiotics up front, and have a cosmetics look and feel,” she said. “[Cosmetics companies] are really good at bringing the benefit up front and showing the science behind the products.”
The campaign includes a 15-second TV spot; five-second online ads; content marketing in Coup de pouce; digital banners, out-of-home ads in Vancouver, Toronto and Montreal; and in-store marketing.
Bam Strategy worked on the digital elements, National Public Relations is handling PR and Carat handled the media planning and buying.
