Activia 15 Challenge
Danone in Brazil
Danone, a leading global food and beverages company, launched a unique program in Brazil called the Activia 15 Challenge, which challenged consumers to try the yogurt product for 15 days with the promise that it would make their digestive systems more regular. If, at the end of the trial, participants did not find their digestive systems to be improved, Danone said it would refund their money. The objective of the program was to educate opinion makers and consumers about the importance of a regular digestive system while communicating the benefits of Activia.
During the first half of 2007, Andreoli/MS&L presented the campaign to the editorial staff at the major publishing houses of women’s magazines in Brazil: Abril, Globo and Símbolo, inviting journalists to consume Activia and prove its effectiveness. Hundreds of yogurts were distributed at specially constructed locations on publishers' premises, where the teams encouraged journalists to take part in the event. In total, the project involved nearly 200 journalists, helping strengthen and raise awareness for the brand. After trying Activia, Andreoli/MS&L conducted an opinion poll in which almost all of the participants confirmed that they had improved digestive systems, among other benefits.