Unformatted text preview: results, that
consumers can feel secure in purchasing the product. “Take the Activia 14 days
Challenge and feel the difference in your digestive system” is the description that
follows the headline to summarize what the challenge is about. The challenge is backed up by a refund guarantee if the consumer is not satisfied with the results8.
The creative also mentions that the reason why the product works is due to its
bacteria content: Bifidobacterium lactis, which Danone in turn re-named, to be
associated with the brand, as: BL Regularis9.
The website features a main page with the brand colours, and an image of a
woman eating the yogurt with her abdomen replaced with a belly dancer’s abdomen, in
accord with televised spots of the same style.
There are two main sections on the website that focus both on the actual effect of
Activia Yogurt on a person’s digestive system and why. These sections are:
• The Activia Effect • Scientific Proofs The first section describes how the digestive system works, what type of culture
is contained in the product, and how it affects the digestive system.
The second section shows scientific test results that prove the claims stated
above, and it tries to ease consumer’s doubts about the product’s efficiency. 8 "Danone Activia - Satisfaction or Your Money Back." Danone Activia. Web. 29 Sept. 2010. <http://www.activia.ca/en/satisfactionmoney-back.aspx>.
9 "Danone Activia - The Activia Effect." Danone Activia. Web. 29 Sept. 2010. <http://www.activia.ca/en/effect/>. 6 | P a g e The advertising message is informative, but does not belittle people, and it’s
conveyed with a playful tone that makes the brand seem very youthful while also good
for a consumer’s health. Price:
The recommended prices for Activia Yogurt are $4.99 for a pack of eight
containers of 100g, $6.99 for a pack of 12, $7.99 for a pack of 16 containers, and $3.69
for a container of 650g10. It is priced the highest of any competitor for a 650g container,
and second highest for a pack of 8 containers of 650g. Packages of 12 and 16 units
were not found in-store. While Source Yogurt was the most expensive of the three
brands for a pack of 650g, it was the brand with highest value because the pack
contains 20 units rather than 8 like the above mentioned. Packages of 12 and 16 units
were not found for any brand at the time of research (they were sold out)11. 10
11 "Danone Activia - FAQ." Danone Activia. Web. 29 Sept. 2010. <http://www.activia.ca/en/FAQ/>.
Fang, Mike. "Call to Walmart." Telephone interview. 27 Sept. 2010 7 | P a g e Brand Package of 8
(100g) Package of
12 (100g) Package of
16 (100g) Package of 20
of 650g Activia Danone $ 4.97 N/A N/A N/A $ 3.97...
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This document was uploaded on 02/06/2014.
- Winter '14