From A to Z Your Gut is Where It All Begins

Everyone knows that Activia helps you well…go. And although this association drove the brand’s growth in earlier decades, it was less relevant to today’s younger generations. So how do we recruit Millennials and Gen Z, for whom wellness is a holistic, daily practice?

We show up as the gut health expert, and show our audience that feeling good starts from within. With the “Activia A to Z” campaign, we added fun to functionality through an alphabet of gut health benefits, and helped open younger consumers' eyes to how gut health is essential to overall well being.

Credits:

CCO: Rafael Donato

Creative Director: Joana Plautz

ACD: Cindy Hammel

Art Director: Tiago Padilia

Producer: Thiago Zveiter