Shakira shakes up Activia in Danone campaign

By Rachel Arthur contact

- Last updated on GMT

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).

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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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