Activia is tapping into the booming gut health movement – and the surge of GLP-1 users seeking functional, nutrient-dense foods – with a sweeping brand refresh and the launch of its Proactive yogurt line containing active probiotic cultures, prebiotics and protein.
The “Gut Glow-Up” campaign aims to modernize the 20-year-old yogurt brand for younger consumers without losing credibility among loyal fans, according to Danone North America’s VP of Marketing of Gut Health, Derek Neeley.
One of the keys to Activia’s market positioning is rooted in Danone’s scientific rigor in gut health and probiotics, Neeley explained.
“Having a really strong backbone that’s backed by credible science and actual clinical studies and trials is critical for credibility over time,” he said.
Reformulation and product expansion
Activia’s “glow-up” was not just cosmetic, Neeley stressed. The refresh also extends to Activia’s variety of formats: cups, drinks, large tubs and now Proactive 5.3-ounce cups designed for snacking occasions throughout the day.
For the Proactive cups, Activia “cleaned up” the ingredient list by removing three grams of sugar from each cup, carrageenan, stabilizers and gums, and adding 10-grams of protein and 3 grams of prebiotics per cup, Neeley explained.
Connecting with a modern consumer
Neeley described younger audiences as more informed and more demanding, which shaped Activia’s campaign and marketing strategy.
With consumers expecting more benefits – like gut or sleep support – in their products, they know to look for clean ingredient labels and macro nutrient content, Neeley said.
Consumers’ expectation also extends to how information is delivered. “Gone are the days where consumers trust the top-down message from maybe an older doctor in a lab coat,” he explained.
“You have to widen and meet consumers where they’re at, and right now that means influencers, social media and messaging in ways that span from lifestyle to scientific.”
Marketing the ‘glow up’
Historically a TV-first brand, Activia is now shifting to a social-led playbook. “In order to truly meet consumers where they’re at, it has to be a social-first influencer-led campaign. So we have a much more robust influencer campaign than we’ve ever had before,” Neeley said.
The campaign includes endorsements from both “gut health girlies” and science-based experts, such as nutritionist Dr. Amy Shah who serves as Activia’s “Gut Glow-Up Guru.”
“We have a pretty even split between influencers who are more focused on lifestyle and influencers who are more scientific and doctor-based,” to make sure communications are tailored for that specific audience, Neeley added.
The brand also seeded the campaign through integrations like Disney’s Freaky Friday 2 and a 14-day “Gut Health Challenge” to drive trial. Early reads are promising, as the brand has not yet seen a dip in sales since its launch over the summer, Neeley noted.
Delivering the refresh wasn’t without hurdles. Activia faced significant challenges in reducing sugar without compromising taste, streamlining ingredients while preserving texture, and transitioning its marketing approach from traditional TV to a social- and influencer-driven strategy.
Yet for Neeley, the pivot is necessary. “If we’re going to recruit the next generation of consumers, we need to modernize in a way that maintains what we’ve built, but starts to reach out to literally the next generation.”
Addressing GLP-1 users
The rise of GLP-1 weight loss drugs has opened new opportunities for the company. “Danone is very much involved with developing products for GLP-1 consumers,” Neeley said, pointing to innovations under the Oikos brand.
For Activia, fiber is a focal point. “I think fiber is going to be the next protein. That’s why in our Proactive innovation this year, we have prebiotic fiber in our products,” he said.
Danone is exploring drinkable formats that are easier for GLP-1 users, who often prefer lighter, nutrient-dense products, Neeley added.
