Activia's new A to Z campaign is all about the importance of gut health and it was created to bring awareness to the important role that gut health plays in overall well-being. The campaign specifically targets a younger Millennial and Gen Z demographic, offering an aspirational approach to health and nutrition. The alphabet-inspired campaign is based on feelings and emotions, ranging from Active to Zealous, and it aims to remind consumers that "it all starts in the gut."
As Sonika Patel, Vice President of Marketing, Danone North America said in a press release, "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."
Image Credit: Activia