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Danone’s Marketing Strategy Focuses on Multicultural Women Through the “A+ Feels Campaign”

Danone's marketing strategy is committed to its purpose of bringing health through food, listening to multicultural consumers.


Danone’s marketing strategy is committed to its purpose of bringing health through food, understanding and listening to multicultural consumers, and creating products to drive more inclusivity within the industry.

There has been an increasing focus on the importance of supporting the immune system, particularly due to its relationship with overall wellbeing. Younger generations, like Millennials, are looking for functional benefits in their foods. With 70%1 of your immune system living in your gut, it’s no surprise that 77%2 of adults are looking to particular foods and products to help support their immune system, while 44%3 look to yogurt in particular. Activia, the probiotic pioneer and modern gut health innovator, has launched its latest innovation to meet that growing demand. The new Activia+ Multi-Benefit Probiotic Yogurt Drinks4 are packed with billions of live and active probiotics that help support your gut health5, plus are an excellent source (20% DV) of Vitamins C, D and Zinc to support your immune system. These tasty, drinkable yogurts bring you A+ feels with every delicious sip.

Danone's marketing strategy
Kallie Goodwin, Vice President of Family & Wellness Brands, Danone North America

“At Danone, we know good gut health is the gateway to a variety of health benefits and overall well-being,” said Kallie Goodwin, Vice President of Family & Wellness Brands, Danone North America. “We also know that consumers are becoming increasingly interested in both gut health and foods that help support the immune system. Our new innovation, Activia+, comes at the perfect time as, now more than ever, people are turning to functional foods and products for the extra support of their gut and immune system.”

As the #1 gut health brand, millions of Americans rely on Activia for its gut health benefits.6 With the introduction of Danone’s marketing strategy through Activia+, the first Activia product with nutrients to help support the immune system with Vitamins C, D and Zinc, the brand is now offering them a way to support both their gut health as well as their immune system. The new innovation has 9 grams of sugar, 70 calories, and comes in three fan-favorite flavors: strawberry, peach and raspberry.



To bring to life the added benefits of the nutrients in Activia+ for immune system support, the brand launched a new creative campaign, titled “A+ Feels.” The campaign, geared towards younger generations of consumers interested in proactive health and a continuation of the Activia “A to Z” campaign from July 2020, features catchy, rhythmic music with scenes of diverse women feeling full of life – from family and fitness to work and love. The song lyrics explain that Activia+ Multi-Benefit Probiotic Yogurt Drinks packed with billions of live and active probiotics help support your gut health, plus have Vitamins C, D and Zinc to support your immune system, so you can get those A+ feels. Activia’s modernized aesthetic and campaign vibe, as well as the launch of Activia+, helps address the demand from this younger, health and wellness-conscious consumer. The integrated creative campaign will live across national television, digital, social media, shopper marketing and public relations.

Activia+ is available in 3.1 fl. oz. bottles and is available at select retailers nationwide, including Kroger, Publix, Stop & Shop, Target, and more, for $4.59 per 6-pack.


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