15000 consumers point out new course for Activia

After 12 years of its launch in Brazil, the functional yogurt Activia adopts new global positioning, based on the desire of women to feel a greater harmony between body and mind. This desire was identified in a study conducted in 15 countries – including Brazil, with more than 15000 women. "The evolution of the brand now passes for an emotional relationship with the shopper", explains Adriana Maia, brand marketing manager, during the presentation of the current strategy, this morning (05/10) in São Paulo.
Called InSync, positioning arose from the observation that the self-criticism can affect different aspects of the life of the woman, and she seeks more balance to play and live their different roles and emotion.
To inspire the Brazilian women, the brand invited for the campaign, three women who are in tune with your own essence: the Cook argentina Carosella, Paola empreendora Zica Ahmed and the Ballerina Ingrid Silva.
This month, the shoopper will find in refrigerated counters of supermarkets a sticker highlighting the repositioning of the brand. "And, in November, on a smaller scale, the major networks have a fridge with LED and animation to present the '' new '' Activia. The yogurt won another logo and new packaging, plus summer flavors like lemon, Tangerine, strawberry and coconut water with more pieces of fruit.
The mark did not inform the repositioning and investment nor the expectation of sales in supermarkets.