Dannon ads Activia with Jamie Lee Curtis in the US

The new campaign, via Y&R, features actress Jamie Lee Curtis, who talks about digestive woes, and touts Activia as a solution.

Curtis helps the everyday person get
comfortable with talking about digestive health as she discovers
Activia. In the second phase, she will be actively recruiting real
people to submit their 'Activia Story.' It will be primarily executed
on TV and onlines.

The company has supported the brand,
introduced in the U.S. in 2006, with "The Activia Challenge"
a money-back guarantee for those who eat Activia every day for two
weeks. That will continue this year.