The value of letting the product shine (2008)
Campaign: The value of letting the product shine
Brand: Danone Activia
Client: Danone UK
Agencies: RKCR/Y&R
Authors: Jeremy Poole, RKCR/Y&R
Joanna Bamford, RKCR/Y&R
This paper demonstrates how Activia went from a niche player worth £26.3 million a year to a brand with sales over £120 million in just three and a half years. Launched in 1999, Activia is unique for being a yoghurt containing a probiotic culture that has digestive benefits. Using a testimonial approach in its core TV campaign to discuss digestive discomfort, the product benefit was delivered sensitively and appropriately. The success of the campaign produced a short-term incremental profit of £29.9 million, and also generated payback of £3.03 per every £1 spent.
Judge's Comments:
This was a well presented case that demonstrated clear and logical thinking behind the solution. The use of testimonials was excellent; the idea that because ‘it worked for me it’ll work for you’ proved very effective, producing good results and a large scale of effect.
Jeremy Davies, Brand and Communications Director, Eon