Danone has unveiled a global relaunch for its Actimel yogurt drinks, marking its biggest launch to date, with a new brand platform called Stay Strong.
Worth £3.3 million in the UK alone, the Stay Strong campaign will encourage people to stay positive throughout the day, leveraging music throughout in order to help them navigate through life’s daily challenges.
The first global integrated campaign runs across TV, outdoor, PR, social and experiential media and aims to celebrate positive resilience in everyday situations, the brand said. The creative heroes a farmer and a teacher and their upbeat, positive attitude, supported by iconic songs from Aerosmith and the Beegees.
The Stay Strong campaign will also be brought to life through the Stay Strong Brothers, a band who have been enlisted to help bring a smile to people’s faces during challenging moments. The Stay Strong Brothers have created nine humorous songs about everyday life to inspire people to take on each day with a positive attitude, and a new video starring celebrity mum Myleene Klass depicts a chaotic morning in the life of a busy mother.
Actimel marketing manager Cynthia Finke said: “We are delighted to be helping people to Stay Strong as part of our global relaunch. We hope this campaign will really resonate with the public and bring a smile to their faces – regardless of any challenges they face throughout the day.”
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