Danone is gearing up to launch the first global marketing campaign for its Activia yogurt, “Dare to Feel Good,” featuring Colombian performer Shakira as the brand’s new ambassador.
The international campaign targeting women 30-65 will launch in more than 50 countries on March 16 with the harmonized airing of a TV spot featuring Shakira performing her signature belly dancing moves. Her new song “Dare (La La La)” serves as the soundtrack to the ad (which leaked online Wednesday).
Elements of the integrated “Dare to Feel Good” campaign, which carries the tagline “Feeling Good Starts from Within” include print, television, digital, outdoor, in-store and PR.
The brand has also posted additional campaign content including behind-the scenes footage of the commercial at a redesigned Activia.com.
According to Pauline Varga, vice-president of marketing at Danone Canada, each country will launch a local execution of the global campaign, with Canada’s set to debut early next month. It will continue the same “Dare to Feel Good” message as the global initiative, but will be tailored to Canadian audiences and focus on Activia Regular, Greek, Double Zero and Fibre products. Similar but separate executions will run in Quebec.
“We want people to understand that when you feel good inside, you feel good outside and it shows,” said Varga. “When you don’t have healthy gut flora, it prevents you from doing what you’d like to do. When you’re feeling good inside, you can dance, be who you want to be, you can move, you can be happy, radiant and smile.”
The multi-faceted campaign, developed by Saint-Jacque Vallée YR, will include out-of-home, TV, experiential, digital and print elements. Shakira (who has signed a one-year contract with the brand) will also be featured in the Canadian ads.
“Shakira embodies the radiance that Activia consumers feel,” Varga said. “I think she’s the best brand ambassador we could have. She’s a mom, she’s an active person, she’s always smiling, she’s easy-going and she’s very close to what we’d like to express for our brand.”
BAM Strategy is the digital agency handing the Canadian version of “Dare to Feel Good.” Carat is overseeing the media buy, and Enzyme is managing PR. The campaign will run for one year.
Activia launched in Canada 10 years ago and is sold in more than 70 countries. It’s the largest fresh dairy brand in the Danone Dairy portfolio and contains 1 billion of Bifidobacterium lactis per 100 gram portion, a probiotic believed to contribute to healthy gut flora.