ACTIMEL

ACTIMEL Brand Activation

Actimel is a probiotic yogurt-type drink by the French company Danone. VMLY&R Commerce developed an in-store activation project to support the launch of 2 new flavours in the Italian market: pomegranate and ginseng. I took part to the project as Strategist and Copywriter.

About Actimel

Actimel is a fermented milk drink produced by the French company Danone. It contains 10 billion exclusive L. casei cultures, Vitamins B6 and D in every bottle, making it a great way to start the day. Actimel is available in a wide range of flavours and varieties.

Actimel’s story begins way back in the 1990s, when the first steps to developing a fermented milk based on L. casei Danone were taken. And in 1994 was when it received its first full commercial launch in Belgium. Actimel contains classical yogurt cultures (Lactobacillus bulgaricus, another called Streptococcus thermophilus) and a specific Danone strain. The name of this third rather special strain is Lactobacillus paracasei ssp. paracasei CNCM I-1518. Or just L. casei Danone for short.

This L. casei Danone strain stays alive from the moment it’s poured into the bottle to the time it passes through the mouth and winds its way down into the human gut, also called microbiota.

Actimel has come a long way since 1994. Now with 24 flavours in Europe, with people from more than 30 Countries drinking 7.2 million bottles of Actimel every day.

My Duties

  • Activation Strategy
  • Copywriting

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