Marketing strategy

Danone’s marketing strategy focuses on multicultural women

Danone's marketing strategy focuses on multicultural women

Danone’s marketing strategy is true to its goal of bringing health through food, understanding and listening multicultural consumersand create products to foster greater inclusion within the industry.

There has been a growing focus on the importance of supporting the immune system, particularly because of its relationship to overall well-being. Younger generations, like Millennials, are looking for functional benefits in their foods. With 70%1 of your immune system living in your gut, it’s no surprise that 77%2 of adults seek out specific foods and products to support their immune system, while 44%3 think of yogurt in particular. Activia, the probiotic pioneer and modern gut health innovator, has launched its latest innovation to meet this growing demand. The new Activia+ multi-benefit probiotic drinkable yogurts4 are packed with billions of live, active probiotics that help support your gut health5, plus are an excellent source (20% DV) of vitamins C, D and zinc to support your immune system. These delicious drinkable yogurts give you an A+ feeling with every delicious sip.

Danone's commercial strategy
Kallie Goodwin, Vice President of Family and Wellness Brands, Danone North America

“At Danone, we know that good gut health is the gateway to a variety of benefits for overall health and well-being,” said Kallie Goodwin, Vice President of Family and Wellness Brands, Danone North America. “We also know that consumers are increasingly interested in both gut health and foods that help support the immune system. Our newest innovation, Activia+, comes at the perfect time because, now more than ever, people are turning to functional foods and products for additional gut and immune system support.

Now more than ever, people are turning to functional foods and products for additional gut and immune system support.

As the #1 gut health brand, millions of Americans rely on Activia for gut health benefits.6 With the introduction of Danone’s marketing strategy via Activia+, the first Activia product containing nutrients to help support the immune system with vitamins C, D and zinc, the brand now offers them a way to support both their gut health and their immune system. . The new innovation contains 9 grams of sugar, 70 calories and comes in three fan-favorite flavors: strawberry, peach and raspberry.

To bring to life the added benefits of the nutrients in Activia+ for immune system support, the brand has launched a new creative campaign, titled “A+ Feels”. The campaign, aimed at younger generations of consumers interested in proactive health and the pursuit of Activia “A to Z” Campaign from July 2020, features upbeat, upbeat music with scenes of diverse women feeling full of life – from family and fitness to work and love. The lyrics of the song explain that Activia+ Multi-Benefit Probiotic Yogurt Drinks contain billions of live, active probiotics that help support your gut health, along with vitamins C, D and zinc to support your immune system, so you can get those A+ feelings. Activia’s modernized country aesthetic and vibe, along with the launch of Activia+, helps meet the demand of this younger, health and wellness conscious consumer. The integrated creative campaign will span national television, digital, social media, customer marketing and public relations.

Activia+ is available in 3.1 fl. oz. bottles and is available at select retailers nationwide, including Kroger, Publix, Stop & Shop, Target, and more, for $4.59 per pack of 6.