Activia's New Challenge: 5 Questions with US Brand Chief Jeffrey Rothman

Posted by Dale Buss on October 9, 2014 11:35 AM

Activia introduced the term "probiotics"—referring to the beneficial bacteria in the human gut—to mainstream America when Dannon brought the concept from Europe nearly a decade ago, and the brand quickly succeeded in capturing a big share of the US yogurt market as well as the imagination of popular culture with spoofs of its Jamie Lee Curtis ads on Saturday Night Live.

The boom in Greek yogurt sales slowed the momentum of Activia and every other variety of yogurt over the last few years. Dannon responded with measures such as introducing Greek varieties of Activia as well as replacing Curtis with new spokespeople such as Shakira and Laila Ali.

Now Dannon is trying to re-focus attention on the brand with a revival of the Activia Challenge, in which consumers are promised that Activia will help their minor digestive issues with in two weeks of regular consumption, or they get a refund.

Activia last tried the Activia Challenge in 2010, the year that the brand settled with the US Federal Trade Commission over charges that it didn't have sufficient medical evidence to claim Activia had long-lasting effects.

brandchannel spoke with Jeffrey Rothman, VP of US marketing for Activia, for details.Continue reading...

branded entertainment

Branded Content Watch: World Cup Fever Takes an Entertaining Turn

Posted by Abe Sauer on June 6, 2014 02:02 PM

Samsung's Galaxy of 54 Million Views: As World Cup fever reigns, kudos to FIFA sponsor Samsung for its breakout hit video, #GALAXY11: The Training. The short film, which features footballers Leo Messi, Cristiano Ronaldo, Wayne Rooney, Landon Donovan and Iker Casillas playing soccer in the world of Tron against early prototypes of Star Wars' droid army (we think), is already closing in on 54 million views in just a two weeks. And will Samsung-sponsored Team England use their new Galaxy phones to recreate the brand's Oscar selfie success? Stay tuned...Continue reading...

World Cup Daily

At the World Cup, the Biggest Match Will Be Between Marketers

Posted by Mark J. Miller on May 28, 2014 04:08 PM

With 15 days until the kickoff of the World Cup, brands are scrambling to lay claim to any piece of the action, but with only a limited number of official sponsorships available, many are turning to social media in hopes of capturing some real-time engagement. 

According to Marketing Week, big brands such as adidas, Budweiser, Johnson and Johnson and Volkswagen are pouring cash and energy into preparations to use social media and data as much as possible during the Cup's month-logn run in order to capture the attention of second-screen viewers—of which there will be a lot. According to Comigo, game highlights and full match replays will be watched by 63 percent of viewers on their computers, and around a quarter of viewers will watch highlights on their tablets and smartphones. 

”Facebook and Twitter are going to play a big role in how we activate around the World Cup," Jennifer Anton, marketing manager at World Cup sponsor Budweiser UK, told Marketing Week. "That’s not to say they weren’t in 2010 [during the last tournament] but we’re going to be using all the insights we have learnt during this time to connect with consumers around what we feel is going to be the biggest social media conversation ever.”Continue reading...

celebrity brandmatch

So Long, Jamie Lee: Activia Aims to Shake Up Marketing with Shakira

Posted by Dale Buss on March 12, 2014 02:07 PM

Danone dropped the other shoe in its repositioning of the flagging Activia brand worldwide -- and it's the Cinderella dance slipper of Shakira, the globally admired pop songstress. She will be the face of the company's biggest-ever dairy ad campaign under the tagline, "Feeling good starts from the inside."

The Shakira campaign (watch a behind-the-scenes video here) emphasizing the probiotic, digestive-health benefits of Activia will launch in 55 countries with print, outdoor and digital as well as TV ads featuring the Colombia-born singer and her new song, "Dare (La La La)." It helps takes the place of advertising that used to feature American actress Jamie Lee Curtis, who was phased out in January.

"For the first time we are using a global celebrity so we aim to have a global impact," Santiago Mier, CMO of Danone Dairy, told Reuters. "It's different also in the way we communicate with people, in a more modern and updated way."Continue reading...

sporting brands

With New Armani Deal, Can Rafael Nadal Brand it Like Beckham?

Posted by Caroline Smith on December 10, 2010 12:00 PM

Life must be so hard for athletes. While some people are trying to get them into a uniform, others are trying just as forcefully to get them to take it off.

Rafael Nadal is the industry’s latest victim.

Italian fashion house Giorgio Armani announced on Friday that the tennis world number one will replace Cristiano Ronaldo as the face (read: body) of its men’s underwear line. Nadal will also model for the Spring/Summer 2011 Armani Jeans collection.

His other endorsement gigs currently include shilling for Nike and shimmying with Shakira in her Gypsy music video, below. Oh, and playing tennis.

He follows in the venerated footsteps of another sports legend, David Beckham, a man just as well known for his pretty face as his prowess on the soccer field — whose Armani work has included his wife, Victoria.Continue reading...

social media

Billboard’s Social 50: Music in the Spheres

Posted by Sheila Shayon on December 6, 2010 01:00 PM

Social networking has spawned an algorithmic cloud that measures almost all our online engagement… and now our music joins those ranks, as veteran chart-maker Billboard launches the Social 50, a weekly ranking of musicians on social networks.

MTV fave and avid tweeter Rihanna scored top spot on the magazine’s first chart, followed by Justin Beiber, Eminem, Lady Gaga and up-and-comer Nicki Minaj.Continue reading...

brand roadmaps

Are Consumers Ready for Next-Generation Wal-Mart?

Posted by Abe Sauer on September 21, 2010 03:00 PM

Remember a few years ago when Wal-Mart was synonymous with not only a lack of coolness but with downright evil? When documentaries like Wal-Mart: The High Cost of Low Price were all the rage in self-righteous consumer circles? Well, things are changing.

Wal-Mart's brand is buzzing on social media and social responsibility, two areas in which the retailer once seemed hopeless. As competitor brands suffer, could Wal-Mart's brand finally be groovin'?Continue reading...

brand news

In the News: ESPN Defends LeBronathon

Posted by Shirley Brady on July 8, 2010 09:00 AM

ESPN defends tonight's live hour-long special with LeBron James' NBA franchise decision against infomercial charges as rumors fly. The special's commercial revenue (which LeBron's team is handling) is going to the NBA star's favorite kids' charity, as outlined in the video above.

Domino's extends transparency campaign and seeks truth in advertising in its photo/video shoots, with a related user-generated photo contest. Chipotle also aims for truth in advertising as founder signs on for NBC restaurant reality series.

Barneys tests 3D ads and Saks gets funny as US retailers try to woo shoppers.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia