How a little bit of T.L.C. made a market leader (2012)
Campaign: How a little bit of T.L.C. made a market leader
Brand: Danone Activia
Principal Authors: Rowenna Prest - RKCR/Y&R, Alice Huntley - RKCR/Y&R
Contributing Authors: Alan Bloodworth - Ohal, Benjamin Morgan - Ohal, Beatrice Boue - MEC, Shawn Pitt - Millward Brown
Credited Companies: Danone - Client
In 2009 Activia was the major challenger within the chilled yoghurt and dessert market; but its positioning, a solution to the problem of bloating, had finite relevance preventing it from taking the top spot. To rectify this RKCR/Y&R developed a powerful new brand platform moving Activia from the problem of bloating to the positively framed space of maintaining happy tummies; the rational message of improving digestive transit to the emotional space of feeling better inside and out. The resulting creative idea, give yourself some tummy loving care, or T.L.C, made Activia market leader, delivered £58.6 million incremental sales, £3.6 million incremental net profit and a ROI of £1:£1.23.
This paper demonstrates the fantastic achievement of becoming the number one brand in a crowded category. Through shifting its messaging strategy from rational to emotional they were able to broaden their appeal and deliver very impressive results.