Summary

This paper demonstrates how Activia went from a niche player worth £26.3 million a year to a brand with sales worth over £120 million in just three-and-a-half years. Launched in 1999, Activia is unique for being a yoghurt containing a probiotic culture that has digestive benefits. Using a testimonial approach in its core TV campaign to discuss digestive discomfort, the product benefit was delivered sensitively and appropriately. The success of the campaign produced a short-term incremental profit of £29.9 million, and also generated payback of £3.03 per every £1 spent.

Judge’s comment

This was a well-presented case that demonstrated clear and logical thinking behind the solution. The use of testimonials was excellent, the idea that because ‘it worked for me it’ll work for you’ proved very effective, producing good results and a large scale of effect.

Jeremy Davies, director of brand and communications, E.ON