Activia's A to Z Campaign on Gut Health Targets Millennials & Gen Z
Laura McQuarrie — July 6, 2020 — Marketing
References: Activia.us & prnewswire
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
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
Trend Themes
1. Youthful Gut Health Campaigns - There is a growing trend of companies targeting younger demographics with campaigns promoting gut health.
2. Aspirational Approach to Health - More companies are using aspirational messaging and emotions to promote health and nutrition.
3. Alphabet-inspired Campaigns - Brands are using alphabet-inspired campaigns to highlight the connection between gut health and overall well-being.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage this trend by developing and promoting products that support gut health for younger consumers.
2. Nutritional Supplements - The nutritional supplements industry can tap into the aspiration for better health by creating supplements that target gut health in a relatable and exciting way.
3. Marketing and Advertising - Marketing and advertising agencies can help companies develop unique alphabet-inspired campaigns that resonate with younger demographics while promoting the importance of gut health.
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