Danone brands, Activia and Volvic, kick off New Year campaigns


Activia is starting the new year with its heavyweight ‘It Starts Inside’ marketing campaign, encouraging consumers to enjoy the deliciously creamy yogurt as part of a healthy, balanced lifestyle that supports gut health; while Volvic is entering 2018 with a digital-led initiative, using fun, targeted content to encourage shoppers to stick to their New Year’s resolutions while keeping hydrated. The activity coincides with the launch of a new, sleek bottle shape for the Volvic plain portfolio: the 50cl plain format, which is available to retailers now, and the 75cl format, which will launch later this year.

Activia’s campaign will run throughout Q1. The initiative carries the headline ‘It starts inside’, highlighting the importance of digestive wellbeing.

The campaign is backed by a £3m-investment and will include new TV ads, Digital, Out Of Home and in-store activation. In addition, Activia has created 10 different short clips to target various consumer groups on Facebook, such as young professional couples and juggling couples.

Ceyda Tort Turgay, senior brand manager for Activia, comments: “We believe that feeling good in our own skin starts from the inside, and digestive wellbeing plays a big part in this. As many consumers are trying to get back on track in terms of their eating habits in January, they don’t want to have to overly restrict themselves and compromise on taste and enjoyment. Activia offers a great choice for these occasions: all of our products combine a creamy consistency and delicious taste with the brand’s exclusive yogurt cultures as well as calcium, which supports the normal function of the digestive enzymes.”

“The new campaign speaks to consumers just as they are embracing the ‘New Year, New You’-mindset, raising brand awareness and reminding shoppers that Activia can be a delicious element of a healthy, balanced diet. We recommend that retailers stock up now to meet increased demand.”

New campaign and pack sizes

Volvic’s campaign will also feature the Volvic Touch Of Fruit Sugar Free variants Summer Fruit and Watermelon, both of which were launched recently. The campaign includes digital, social media and sampling and forms part of the brand’s multi touchpoint media investment of £3.8million in 2018.

Tom Hickton, brand lead on Volvic UK & Ireland, comments: “Many people go into January with New Year’s resolutions to be healthier or achieve new goals. We know, however, that as many as 54%

don’t keep these resolutions beyond the first six months. Our Q1 campaign is all about finding ‘One Resolution You Can Stick To’. We want to inspire the nation to find their inner strength to stay on track to achieve their goals, and we’re looking to encourage them to choose Volvic as their brand of choice to stay hydrated along the way.

“We’re also excited to present the fresh, distinctive bottle shape across the Volvic plain 50cl and the brand new 75cl formats. We know that shape, functionality, look and feel of a water bottle are all important considerations for shoppers within this category. Initial research has shown that the new design delivers fantastically against these attributes. We recommend that retailers stock up on the 50cl format now to meet demand and look out for the 75cl Volvic plain bottle later this year.”