What: The Colombian singer will be the image of Activia, the main yoghurt brand of the French firm.
Why it matters: This is Activia’s first ever global integrated campaign to be launched in 55 countries.
Activia, Danone’s main yogurt brand, is launching a First Ever Global integrated Campaign ‘Dare To Feel Good’ Featuring the Colombian singer Shakira.The company is aiming to boost sales through this campaign, which kicked off last Sunday in 55 countries globally.
The campaign will run on digital, print and outdoor media, in addition to TV commercials, which were adapted to the legal frameworks that govern every nation where Shakira’s single ´Dare´ is rolling out.
The spot was created by Vinzius Young & Rubicam Barcelona along with a renew production team including the photographer and director Jaume de Laiguana, Oscar winner art director, Eugenio Caballero, and the award-winning Javier Aguirresarobe. Filmed in Barcelona, the ad shows the Colombian singer in a fantasy forest where she is showered with swirls of gold stardust and is dancing to express how good she feels inside.
“For the first time we are resorting to a global celebrity, so we hope to have a global impact,” said Santiago Mier, head of marketing for Danone Dairy.
“It is also different the way we communicate with people in a more modern and updated way.”
The Activia 360-degree campaign is supported by television, graphic and digital media, outdoor advertising, retail and public relations, as well as a brand new global URL: www.activia.com, that will integrate exclusive content including behind the scenes footage of the ad shoot.
Activia’s previous spot featured actress Jamie Lee Curtis talking openly about digestive health. While Shakira will not speak specifically on this subject, she will exemplifies how feeling good on the inside is essential to her self-expression as a world-famous dancer and performer.
Activia achieved global sales of about 2,5 million euros in 2013 (US $3,5 million), quite similar to previous year’s sales.
Behind the scenes: