Activia NPD
This campaign relaunched Activia and re-educated customers, driving sustainable and profitable growth.
increase in average weekly units versus STLY
increase in eComm weekly units
total customer growth achieved
Campaign Background and Objectives
Danone’s objectives were to re-educate consumers and relaunch Activia to overcome key brand barriers, driving sustainable and profitable growth. There was a need to address significant consumer knowledge gaps regarding regular vs. probiotic yogurts and an aim to educate customers on the value of probiotic yoghurta. Another objective was to re-establish Activia's leadership in the yoghurt category by driving customer growth and new-to-brand penetration.
Customers compare Activia to other brands based only on quantity rather than Activia's unique probiotic value.
Activia’s 100x stronger probiotic survivability, a key differentiator, was untold.
Activia was declining in a 2% growth market, with only 18% of probiotic customers purchasing it.
Solutions and Results
Activia’s creative, based on the "100x survivability" insight, aimed to boost USP awareness, maximise range visibility, and attract new and lapsed buyers to differentiate itself in the crowded yoghurt aisle. The campaign utilised a full-funnel strategy, including pre-shop awareness (ROOH, Fresh Mag), a strong digital shelf, and conversion activities at-shelf via bespoke POS. A key innovation was a 3D Category Header, exclusive to Woolworths and a first for the chilled aisle, offering high-impact visibility. Activia and Cartology’s integrated campaign was fuelled by collaborative workshops, involving commercial, CPT, planning, and ROOH teams, ensuring joint planning across multiple touchpoints and strong retailer-supplier alignment.
The campaign delivered outstanding overall results, reversing Activia’s decline and establishing its category role, aligning strongly with objectives.
• Total sales showed a +221% increase in average weekly units versus STLY.
• eComm weekly units saw a +162% increase.
• Achieved +38% total customer growth.
• Recruited 139.9K new-to-brand customers.
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