New Activia Drink: The Drinkable Probiotic Yogurt With The Least Sugar On The Market

Link to access product photos and elements of the advertising campaign: here

Boucherville (Quebec), August 30, 2018 – Activia, Canada’s best-selling yogurt brand, launches the new Activiadrink format. With only 6g of sugar per portion, it contains 25% less sugar than the other drinkable probiotic yogurts on the market.

A quality product

As Canadians set increasingly high standards for nutrition, Activia is proud to offer this new, high quality product range to consumers looking to adopt and to maintain healthy eating habits, while incorporating probiotics into their daily lives.

“With no artificial flavour, artificial colour or preservatives, this new Activia drink format is made with real fruit purée and contains Activia’s exclusive B.L. Regularis probiotic culture. It also has the same smooth texture and creamy taste that our other products are famous for.The new Activia drink is a quick and easy way to nurture our gut flora on a daily basis”, says Geneviève Bolduc, Marketing Director, Danone Canada.

Drinkable yogurt, a top trending food

These days, drink formats represent a current trend in the food industry,especially in functional drinks, which present added benefits, such as probiotics.

“Since we now know that Canadians are taking a closer look at what they eat, our recipe contains less sugar than other drinkable probiotic yogurts on the market,” adds Ms. Bolduc.

Campaign focused on simplicity to take care of your inside everyday

A national advertising campaign is planned to promote the product as a simple way to nurture our gut health and reach our full potential every day.

This Canada-wide multifaceted campaign uses high reaching and impactful media placements to connect with our multi-tasking consumers, building awareness of this new drinkable format:

  • TV, 15 seconds;
  • Digital display to engage with consumers in relevant environments;
  • 15 seconds online videos and 6 seconds bumpers;
  • High-impact placements for maximized reach amongst the Activia target audience, through one-day takeover on Canadian Parents and Chatelaine, via the Rogers Network, as well as Quebecor network, CBC/R-C and Bell Media;
  • Social media activation on Activia’s social media platforms to drive personal and unique engagement and a contest on Facebook and Instagram: a $2000 Air Canada Gift Card to be won;
  • Finally, influencers all across Canada to drive awareness of the new format through their audience.

Generic:

Advertiser: Danone Canada – Activia (Geneviève Bolduc, Émilie Forget)

Agency: Taxi

Media: WaveMaker

Digital: Mirum

Social media: Carl

Public relations: Danone Canada and NATIONAL Public Relations

Point of sale advertising: Bob

Packaging design: Pigeon

About Danone Canada

Danone Canada is a business unit of Danone and operates from headquarter offices in Boucherville, Quebec, and Mississauga, Ontario. Danone Canada is the country’s largest consumer-facing Certified B Corporation®, demonstrating that the company meets the highest standards of social and environmental performance, accountability, and transparency. Danone Canada’s ambition is to produce healthful dairy, plant-based products and coffee creamers and beverages; create economic and social value; and nurture natural ecosystems through sustainable agriculture. Its portfolio of brands includes Activia®, Oikos®, DanActiv, Danone®, Silk® plant-based foods and beverages, So Delicious® Dairy Free and more. For more information about the company, please visit www.danone.ca; facebook.com/danonecanada; Twitter (@DanoneCanada) or LinkedIn (Danone Canada).

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For moreinformations:

Natacha Gouveia

Danone Canada

450655-7331, ext 7487

natacha.gouveia@danone.com

Arianne Éthier

NATIONALPublic Relations

514843-1902

aethier@national.ca