The Dannon Company has launched an advertising campaign for Activia featuring actress Jamie Lee Curtis in a bid to draw attention to the importance of digestive health.
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The campaign will see Curtis explain the ways consumers can keep their digestion working properly.
“Digestive problems are important and surprisingly common but we don’t discuss them. Whereas we routinely talk about other uncomfortable topics, such as erectile dysfunction, digestive health is not being addressed and it’s time to change that,” said Curtis.
“I am not afraid to talk about bowel issues and I’m very committed to help people find solutions, like a balanced diet and Activia. It is rewarding to be the ice breaker who speaks openly about digestive health and irregularity, and make it easier for people to find a solution.”
The first stage of the campaign will feature introductory ads with Curtis and will evolve with the actress and include frank and open conversations about occasional digestive health issues.
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By GlobalDataThe US probiotic markets is fledgling but growing steadily. However, only last month, Groupe Danone, Dannon’s parent, was forced to refute allegations that its US arm had made misleading advertising claims.
A class-action lawsuit was filed against the company in California for the use of false advertising to promote its probiotic yogurt in the country.
In response, Groupe Danone said they were “standing by the claims of its products and the clinical studies which support them”.
