Activia’s ‘A to Z’ campaign targets millennials, Gen Z

Activia is looking to reach a wider range of consumers — specifically millennials and Gen Z.

How does the brand exactly plan on doing this? Through its new “A to Z” campaign, which looks to highlight the importance of gut health and how it can affect the ways one feels both physically and emotionally, the White Plains, N.Y.-based company said.

Based on the alphabet of feelings and emotions, the campaign features a song that focuses on the awareness and importance of taking care of one’s gut — starting with Activia, which contains billions of live and active probiotics.

“Consumers know and love Activia as one of the original brands to bring probiotics to the mainstream,” Sonika Patel, the vice president of marketing at Danone North America said. “Our goal is to connect with a younger audience and illuminate how the gut is the starting place for so much about how we feel. Bright, fun and musical, our new direction calls attention to how much of your daily life is affected by your gut.”

In addition, the company also is launching a gut health challenge initiative that was designed to invite those who have never tried its products to do so twice a day for two weeks.

“At Activia, we have spent the past 20 years pioneering probiotic research, and we are so excited to see the brand's evolution as a leader in the space,” Patel said. “This is just the beginning. Because you rely on your gut every minute of every day (from nerves before a big meeting to the butterflies before you go on a first date), we want to equip consumers with the best options to help support their gut health.”