The campaign is designed to speak to Gen Z and millennials about the importance of gut health, and highlights the ways it can affect how we feel, physically and emotionally. From feeling Active to Zealous, the new spots remind consumers that “it all starts in the gut.”
The alphabet is intended to serve as an analogy to the all-encompassing nature of the gut. With the number of Google searches for “gut health” rising by more than 400% between 2015 and 2020 (according to Google Trends), it's apparent that consumer interest in taking care of digestive health and holistic wellness continues to grow.
Sonika Patel, vice president of marketing, Danone North America, said, “Our goal is to connect with a younger audience and illuminate how the gut is the starting place for so much about how we feel. Bright, fun and musical, our new direction calls attention to how much of your daily life is affected by your gut.”
In recent years, the company launched Activia Probiotic Dailies and Activia Dairy-Free, as well as Activia Probiotic Smoothies.
“At Activia, we have spent the past 20 years pioneering probiotic research, and we are so excited to see the brand’s evolution as a leader in the space,” Patel said.
“This is just the beginning. Because you rely on your gut every minute of every day (from nerves before a big meeting to the butterflies before you go on a first date), we want to equip consumers with the best options to help support their gut health.”
In the coming weeks, Activia plans to announce new collaborations that continue to explore the connection with whole-self wellness, soul, mind, body, and gut health.