Actress Jamie Lee Curtis will be starring in new ads for the Dannon yogurt Activia. The company plans to air commercials in two phases, with the second phase encouraging viewers to submit their “Acitivia Story”.
One of the spots shows Curtis relaxing on a couch with a newspaper. “First the bad news,” she says, showing the headline, and explaining that 87% of Americans suffer from digestive issues like irregularity. “Now the good news,” she says, showing a container of Activia. Tag: “Today, for tomorrow.”
Jeffrey Rothman, Activia brand director, says the target is primarily women because they suffer from digestive problems more frequently than men. “However, digestive health is an issue that impacts virtually everyone. And, we feel campaign has the power to influence everyone,” he says.
Rothman says that in the first phase Curtis helps the everyday person get comfortable with talking about digestive health as she discovers Activia. “In the second phase, she will be actively recruiting real people to submit their ‘Activia Story.’ It will be primarily executed on TV and online,” he says.
3 Comments on “Curtis to Star in Activia Ads”
Hi, I have suffered with constipation and tried many different solutions. I saw your commercial on t.v. After I began using activia daily, my constipation problem has been eliminated. I am able to have a bowel movement without any of the cramping and discomfort associated with the other solutions. Many thanks and I would highly recommend activia to anyone.
Hi, I have suffered with constipation and tried many different solutions. I saw your commercial on t.v. After I began using activia daily, my constipation problem has been eliminated. I am able to have a bowel movement without any of the cramping and discomfort associated with the other solutions. Many thanks and I would highly recommend activia to anyone.
Hi, I have suffered with constipation and tried many different solutions. I saw your commercial on t.v. After I began using activia daily, my constipation problem has been eliminated. I am able to have a bowel movement without any of the cramping and discomfort associated with the other solutions. Many thanks and I would highly recommend activia to anyone.