Activia’s new ad is aimed at Gen Z and Millennials

July 6, 2020 Activia, the probiotic pioneer, is launching a new ad campaign titled “A to Z,” to continue building upon the brand’s evolution as a modern gut health innovator. The campaign speaks directly to Gen Z and Millennials about the importance of your gut, and highlights all the ways it can affect how we feel, physically and emotionally. From feeling Active to Zealous, the new spots remind consumers that “it all starts in the gut.”

Holistic approach

Based on the “Alphabet” of feelings and emotions, from A to Z, the campaign features a catchy song by female rapper Nayim Edwards that raises awareness of the importance of taking care of your gut starting with Activia, containing billions of live and active probiotics. The alphabet serves as an analogy to the all-encompassing nature of your gut. With the number of Google searches for “gut health” rising by over 400% between 2015 and 2020 (according to Google Trends), it’s apparent that consumer interest in taking care of digestive health and holistic wellness continues to grow.

Danone North America and David São Paulo developed this new ad campaign and brand image for Activia in response to a rising interest in gut health. This summer series of ads aims to connect the yogurt brand to the trend that’s become popular with millennials seeking to improve their health and overall well-being.

Challenge reloaded

Activia is also relaunching its “Gut Health Challenge” initiative, which invites people to try Activia twice a day for two weeks to improve their gut health. The brand plans to reveal collaborations that help people explore the connection between wellness, mind, body and soul with gut health in the months ahead.