Danone shakes it with Shakira for Activia

The company has enlisted the Colombian singer for its first ever global campaign

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.

Brands Articles

Future Shop stores closing, some converting to Best Buys

Closure will result in the loss of 500 full-time and 1,000 part-time jobs

CMOs want the “brand” back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors