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Danone begins new Activa campaign

Danone Canada of Boucherville, QC has begun a campaign promoting the launch of a new drinkable yogurt product as part of its Activa brand. The national campaign, developed by Taxi, focuses on the health benefits of the product. It consists of 15-second television commercials, accompanied by digital display ads, online videos and influencer activities. The effort will also make use of extensive one-day campaigns on online properties including Canadian Parents and Chatelaine. A social media contest will take place on Facebook and Instagram, the winner of which will receive a $2,000 Air Canada gift card. Media work is being conducted by WaveMaker and Mirum, with social media support from Carl and public relations from National. Point-of-purchase materials have been developed by Bob.

"With no artificial flavour, artificial colour or preservatives, this new Activia drink format is made with real fruit purée and contains Activia's probiotic culture," said Geneviève Bolduc, marketing director at Danone Canada. "It also has the same smooth texture and creamy taste that our other products are famous for. The new Activia drink is a quick and easy way to nurture our gut flora on a daily basis. Since we now know that Canadians are taking a closer look at what they eat, our recipe contains less sugar than other drinkable probiotic yogurts on the market."

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