In traditional advertising, Activia continuously places emphasis on the Wellness and health aspects. The challenge: How could this positioning get adapted to promote test purchases and customer loyalty? To encourage the consumer to actively engage within the various Channels and to differentiate the brand?
Our strategy: We connect Activia with a balanced lifestyle by which we combine the both. The idea: the Activia Rhythm program. The implementation: an interactive program with Facebook as a central platform in three steps: 1) building a fan base 2) activation of the fans and their friends 3) Ongoing implementation of the program.