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Shakira shakes up Activia in Danone campaign

By Rachel Arthur+


Shakira Danone Activia

Danone has announced a partnership with superstar Shakira for a global Activia marketing campaign. 

It claims it is the ‘biggest and most sophisticated multi-market initiative’ the company has run.  The ‘Dare to Feel Good’ campaign will include television, digital and print advertising.

A TV commercial featuring Shakira dancing in a fantasy forest, where she is showered with gold stardust, will be launched in over 50 countries on Sunday (March 16).

Danone's biggest brand

The soundtrack to the advert is the song ‘Dare (La La La),’ from  the album ‘Shakira’ which is due for release on March 25.

Activia, a probiotic yoghurt, is Danone’s biggest brand and is sold in more than 70 countries.

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