Journey to your dream/Ingrid ***

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For 25 years, Activia has exclusively communicated as a functionnal product brand helping women to condition their digestive system to run optimally.
As a consequence, in 2016 it was totally emotionnaly disconnected from women. It needed a fundamental shift in how Activia communicates with women to create an emotional connection and have a purpose that goes beyond the product story.

Réponse créative

In 2016, we decided to seal a partnership with a young ballerina, Ingrid Silva, making her the new brand ambassador, delivering, through her story, a simple emotionnal benefit, yet powerfully hopeful and true to our product vision:
It starts inside.

Vote du Jury

Frédéric Roy Thierry Wojciak Valérie Simon Fouzia Kamal amelle Nebia
Journey to your dream/Ingrid *** - - - - -
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N°72-décembre 2018 - janvier 2019

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