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Activia ‘The Summer Of TLC’ advert

Agency: RKCR/Y&R

Client: Activia

RKCR/Y&R has launched a new nationwide campaign for Activia, Britain’s best selling yogurt brand.

Launching with a TV commercial shot in Battersea Park, London, brand ambassador and ‘girl next door’, Martine McCutcheon, is encouraging us to celebrate the summer by treating our taste buds to a bit of TLC.

The summer campaign builds on the success of Tummy Loving Care launched on December 26, 2009 by Martine McCutcheon. Since the start of the TLC campaign Activia has seen a 16 per cent sales growth for the brand – proving brunettes do better than blondes after all!

In the new advert the opening shots focus on Martine who declares: “Activia, you may think you know all about it,” before panning to some of the millions of people who eat Activia every day.

The advert concludes with Martine and her friends enjoying Activia before Martine urges us to “make this summer the summer of TLC”.

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