Activia adds a ‘less is more’ product to its portfolio

The yogurt brand goes plain to target a younger demographic in the competitive category.


Activia is taking a simple approach to skewing younger, stripping down its product to offer up a plainer, more millennial-friendly yogurt.

Activia Pure is a new product in the Danone probiotic yogurt brand’s portfolio. As the branding suggests, the yogurt is made with natural ingredients and free from added sugar (although it has also launched “Plain Sweetened,” which includes cane sugar and lemon juice). The new products are available in a variety of sizes and formats, including 100-gram individual portions (a rarity when it comes to plain yogurt) and a larger format container.

Activia’s customer base is typically women 35 to 55. But with Pure, it’s hoping to gain traction with a younger demographic, from 25 to 39, says Pauline Fayon, brand manager on Activia, adding that the yogurt has also tested well with its core as well. That younger target tends to want products with fewer artificial ingredients, across categories outside of just yogurt, she notes.

Activia is currently focused on driving trial of the product with a campaign centred on its smooth texture, which isn’t always associated with plain yogurt, she says. On the mass media side, TV and online video creative features macro “beauty shots” of the ingredients going into Activia Pure, to reinforce the texture and simplicity of the yogurt. The campaign also includes digital banners and social media.

In store, Activia’s plan includes demos to drive trial, plus coupons and danglers to improve on at-shelf attractiveness. The yogurt is currently available nationally across grocery and mass merchandise retailers.

Activia worked with Geometry on its point-of-sale, Pigeon on packaging design, Taxi on creative, Mirum on digital, Carl on social media, Carat on media buying and National on public relations.