Goodness Movement for the Gut TVC
Let the Goodness Movement for the Gut begin with Danone Activia!
Services
Idea platform
TVC upcycle
Digital adaptations
Client
Danone
Year
2024
Danone Activia's 2023 ad campaign in Turkey followed the global copy and featured the slogan "Good gut, good you," in line with the global strategy. The campaign promoted the connection between digestive health and overall well-being.
We transformed the campaign into a movement to drive behavior change, steering away from the negative connotations associated with the word "gut" in the local culture. To foster a more positive perception, we created a brand-new platform called "The Gut Wellness Movement."
We personified probiotics, giving them a purpose and identity. Boldly stating, "Activia's diligent probiotics regulate digestion, " we brought this statement to life with a memorable voiceover, underscored by a catchy jingle reminiscent of an uplifting tune from a film's finale.
In addition, we seamlessly integrated the new Activia Shake into the campaign, tailoring it with customized edits and bumpers. This integration effectively blended product innovation into the narrative, enhancing the campaign's impact.
Goodness Movement for the Gut
The Experimental Museum
The concept extended beyond advertising, becoming the foundation for a museum that immersively educated visitors on gut health and Activia's pioneering expertise. This idea platform gave the museum its name, creating a holistic experience reinforcing Activia's authority in digestive wellness.
What Happened at the Museum?
Turkey's first and leading probiotic yogurt brand, Activia, shared its expertise in gut health at the Goodness Movement Museum, which opened in Akaretler from May 22-26, 2024.
The brand engaged consumers with fun, interactive content to highlight the importance and benefits of gut health. The event garnered significant attention with extensive participation from influencers and the press. Activia's brand ambassador, Cemal Can Canseven, and Key Opinion Leader Dietitian Nilay Keçeci also attended, making the event a 360° experience that sparked widespread conversation.