Danone Activia goes luxury
25 September 2008 | By Popsop Team
Danone Activia is hoping to attract new consumers to the brand with the launch of Danone Activia Intensely Creamy.
Activia Intensely Cream comes in round pot packaging patented by Danone.
This new luxury pot offers the “best of both worlds”, with the same digestive benefits of original Activia and less than 3% fat, while also delivering a creamier, more luxury taste, says Danone.
The round pot packaging, which has been patented by Danone, has been designed to suggest a smooth and creamy product and increase shelf stand out.
Danone Activia has the second largest share of chilled yogurts and desserts behind Muller Corner, and has a 26.4% penetration.
According to Danone, 36% of people suffer digestive discomfort but do not buy into the brand.
Intensely Creamy will tap into the evening occasion, which is “a highly relevant time for digestive health”, says Danone, but one not currently exploited by Activia.
The Intensely Creamy launch is being supported by a GBP 2.5m media spend just this year.
This will include TV advertising from October 16, press coverage in leading magazines and supplements from the beginning of October to beginning of December, heavyweight sampling, and a specific online microsite.
Activia Intensely Creamy is now available in four flavours – Sumptuously Strawberry, Luscious Cherry, Zesty Lemon and Peaches & Cream.
Multipacks of four 120g pots have an rrp of GBP 1.99.
Activia recommends this product is merchandised with other luxury yogurts.
Popsop.com
Tags: dairy, Danone, food, yogurt
