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Danone Actimel turn live bacteria into popular culture

Danone Actimel turn live bacteria into popular culture

Originating from the lands of the Crusades, yoghurt is one of the most magical foodstuffs known to man.

In its natural state, it is a powerful probiotic, chock full of billions of microscopic, live bacteria, with a millennia-old reputation for bringing life force to mankind; it was Abraham’s ‘milk and honey’.

So why did the Brits steadfastly shun yoghurt’s livelier properties?

Why by the end of the second millennium had the leading probiotic drink scarcely made it into 1% of the nation’s fridges?

And subsequently, how did a national drinking challenge succeed in building a £112m probiotic drink brand now drunk in one in four British homes?

This paper tells how communications successfully overcame the mung bean image of probiotics and helped Danone take Actimel’s health properties from Hampstead’s heaths to heartland Hartlepool to the tune of an estimated £90.8m incremental sales and £36.3m profit.

Click the link below to read ‘From Hampstead to Hartlepool: Turning Live Bacteria into Popular Culture’ in full.

This case study from RKCR/Y&R was awarded silver in the IPA Effectiveness Awards 2006

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