Danone launched, in the start of this year, a new communication campaign for Activia brand, with Mihaela Radulescu being the image of the campaign.
The action aims to inspire Romanian women to make changes for good, like adopting an active lifestyle and a healthy and balanced alimentation in order to always feel good.
The campaign includes TV ad, OOH, online, print ads, PR activities and in-store communication.
The consumers can join the campaign via a special website, AnulSchimbarii.activia.ro, with a contest mechanism to be unveiled in couple days.
After a teasing period, campaign’s dedicated TV ad started being broadcasted on January 8th.
Mihaela Radulescu is renown for her healthy lifestyle and is a constant promoter of daily movement and of a balanced diet. Yogurt is one of the aliments that don’t miss from her daily diet for a long time so the collaboration between us came naturally, as she is already a big consumer of Activia products. With this campaign and together with Mihaela, we want to inspire and motivate Romanian women to take better care of themselves (….)
Anca Stroe,
Marketing Director Danone South-Eastern Europe.
I think I am the happiest case of public person chosen to promote a product that I was already promoting for pleasure. The lifestyle we are choosing can have an important impact both on our physical health and over our well being and, generally, on our happiness (…)
Mihaela Radulescu.
Campaign’s credits:
Danone: Anca Stroe – Marketing Director, Anca Ignat – Senior Brand Manager, Anca Lazar – Brand Manager, Andreea Stan – Digital Manager, Luiza Toma – External & Internal Communication Manager
Cohn&Jansen JWT: Felicia Stoica – Copywriter; Alexandru Lazar – Senior Art Director; Alex Negoescu – Group Creative Director; Ana-Maria Olaru – Strategic Planner; Miriam Ivanescu – Account Director; Codruta Strat – Account Manager; Virgil Ghelmeci – DTP
This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Cookie settingsACCEPT
Privacy & Cookies Policy
Privacy Overview
This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.