Creative Lead | Creative Strategy
Each Actimel makes a difference
Help yourself, help the Red Cross.
Actimel's leadership results from a significant innovation of Danone. However, since its launch, many followers and wear factors had affected the product’s credibility and the category itself. Its anniversary in Portugal was a great opportunity to renew the perception of the brand's values and recapture the segment under its leadership.
The strategic approach was to transform Actimel Anniversary into an event of high visibility, to regenerate the enthusiasm for the product.
That was accomplished by associating the brand with a credible humanitarian organisation; blending the values that are intrinsic to the product, with the altruism and emotion related to the Red Cross. Actimel helps us (by reinforcing our natural defences) but it also helps many others.
The creative concept conveys that each individual (bottle/person) makes a difference – and that we all together can make it possible.
The creative strategy involved parallel campaigns to the general public (TTL & POS); and the internal public (anniversary event, campaign induction & team building). This concept was built upon the idea of being good to yourself and others, which was applicable not only to the consumer but to all publics. By sharing this purpose with stakeholders and consumers, Actimel was igniting both PR and sales.
ACTIMEL'S anniversary was THE great opportunity to renew the perception of the brand's values and recapture the segment under its leadership.
The promotional mechanics for the external targets was built upon sales percentage reverting to_
Public money donation to the Red Cross
Provision of equipment for assistance and relief activities
Upskilling current technical staff