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*Dannon has unveiled a new advertising campaign for Activia featuring award winning actress and passionate self esteem advocate Jamie Lee Curtis. In the new campaign developed with Young & Rubicam, to air throughout 2008, Curtis draws attention to the importance of digestive health, sheds light on this all too frequent, silent health problem and presents Activia as a delicious, simple solution. *

Studies show that more than 87% of Americans suffer from occasional digestive health troubles and 70% of women say their digestive health issues have a negative impact on their daily lives. Despite this, many people are silent about this important subject. Curtis hopes to change this. "I am not afraid to talk about bowel issues - there I said it - and I'm very committed to help people find solutions, like a balanced diet and Activia. It is rewarding to be the ice breaker who speaks openly about digestive health and irregularity, and make it easier for people to find a solution.”

Dannon believes Curtis' charismatic personality and integrity will inspire Americans to overcome their reluctance to talk about and hesitance to treat their occasional irregularity. The first stage of the campaign will feature introductory ads with Curtis discussing digestive health problems and the clinically proven benefit of Activia. The campaign will evolve with Curtis and will include frank and open conversations about occasional digestive health issues.

Activia Brand Director Jeffrey Rothman believes Jamie Lee Curtis is the ideal partner for Activia to help more Americans talk about and take control of their digestive health.

The company claims that Activia is the first and only probiotic yogurt available in the US that is clinically proven to help naturally regulate the digestive system in two weeks by helping with slow intestinal transit, when eaten daily as part of a healthy and balanced diet.