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Company: Danone SA

Brand value: US$543 million

Headquarter city: Paris

Category: Food & Dairy

Year formed: 1994

Actimel is a chilled yogurt-based drink containing vitamins B6 and D, as well as billions of probiotic cultures marketed under the name L. Casei Danone. Its single-serve small bottles are positioned as an aid to better daily wellbeing and a great way to start the day. In several markets, there is also a Kids variant aimed at primary school-aged children. However, an increasingly strict regulatory environment in many of Actimel’s 30-plus worldwide markets is making it challenging for brands like Actimel to use health claims in their communications. In this context, Actimel in 2016 launched its “Stay Strong” marketing campaign. This TV-led campaign showed farmers, teachers and roadworkers starting their day with Actimel and being able to “stay strong” for whatever the day threw at them. In the second wave of the campaign, in 2017, shorter spots, themed “Wake up, Shake up”, featured a sleepy old man in pyjamas becoming an ace surfer after shaking his bottle of Actimel. This phase of the campaign focused on new flavors and establising Actimel as part of people’s morning routine. Actimel is owned by Danone, which is listed on the NYSE Euronext Paris, and on the Swiss Stock Exchange.