ACTIMEL 

At a time when immunity has never been more desired, Actimel sales soared by +20% YOY. The global pandemic bolstered the health industry and immunity support was forecast to flourish.

 

To maintain momentum and accelerate Actimel’s growth over the next few years, we needed to determine how to get more people buying it. This meant convincing those unsure about the benefits of drinking yoghurts to try it for the first time and establish Actimel as part of their everyday routine.

 

Launching the campaign in January, we knew Coronavirus was going to intensify many of the usual winter challenges and resilience would be needed more than ever. Being several months into a pandemic, where people had learnt to collectively step up to help each other, we encouraged the nation to pull together and give their community it’s best shot this Winter. 

 

For each pack bought, Actimel donated one to a local food bank to strengthen communities who needed it most. The campaign continued to support Actimel’s strong growth with +16% growth in value share (vs. YA) and >450,000 bottles donated.

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Agency: VMLY&R 

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