DANONE’S ACTIVIA CHALLENGE GOES SOCIAL
Carat helps Danone reach Canadians looking to start fall on a healthy track, with an awareness campaign that leverages spokespeople in English and French Canada.
The Activia Challenge launched by Danone and Carat is currently on, following the immense success the program garnered in the spring.
This season, two new ambassadors support the multiplatform program. Co-host of CTV’s original daily talk series The Social, Melissa Grelo kickstarted the campaign on CTV. In collaboration with Bell Media Mix and Brand Partnerships, various integrations are planned throughout the challenge on the socially-interactive show’s various platforms. A savvy social media user, Melissa Grelo boosts audience participation across The Social’s blog, and Facebook and Twitter accounts.
In Quebec, lifestyle celebrity Patricia Paquin bolsters the campaign through advertising and editorial opportunities in TV, web, social media and print with TVA’s collaboration. A first in print: TVA gave Activia the opportunity to do a green takeover of their lifestyle magazine Moi et Cie, an execution that has never been done before for a brand.
Carat Canada press coverage: