A Rhythm in which you must partake, for Activia

A Rhythm in which you must partake, for Activia


How to promote test purchases for a popular yogurt while simultaneously reinforcing customer loyalty? We created a program that associates Activia with a healthy lifestyle - while motivating and guiding the consumer.

The results

No. 1 in Engagement within the Danone Group (85 countries)
 And the annual target goal of fans was reached just after 6 weeks.

The challenge

Increase test purchases, promote customer loyalty

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?

The solution

Live your Rhythm - the Activia Rhythm program

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.