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the strategy
in a nutshell
Task:
Create a new taste platform for Activia Global that reinforce Activia’s taste credentials in the context of the health benefit to drive reappraisal.
Background:
It’s no surprise that people know Activia for the gut health benefit and not for taste - they've spent 30 years going on about probiotics. But a unique health benefit isn’t moving the needle when for most, the taste is the #1 factor in choosing a yogurt. Activia’s great taste has always been a truth; it’s simply not one people know them for.
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Challenge:
People are unconvinced about Activia’s actual taste, which has become a huge barrier to trial.
Opportunity:
Create intrigue around Activia’s taste to drive people to try it.
Audience:
Gut unconscious yogurt lovers who rather choose what tastes good, than what's good for them
project
Taste Platform | Activia Global
role
Strategist
category
Yogurt
A truth of the product
Why it matters to people?
product truth
human truth
Activia’s slow fermentation creates a deliciously rich, creamy, sensorial experience
We’ve lost contact with our food, mindlessly eating instead of truly savoring
creative strategy
BEST ENJOYED SLOWLY
the idea
here's to the slow eaters
Slow eaters, we all know one. They take way too long to eat, while we have to wait. They make you want to scream with every slow bite. But guess what? They are right.
By reinforcing that Activia is the tastiest way to get your probiotics, we created a counter-movement to a fast-eating culture by championing the slow eaters, demonstrating how they are the ones getting it right when it comes to savoring delicious food, keeping their belly on their side, and ultimately feeling full of life.
Here to Slow Eaters!