Danone identified that one of their key challenges was that the Actimel brand lacked visibility amongst the target audience. With 96% of Actimel consumption happening in the home, few people saw the brand in their daily lives. With the Actimel #StayStrong campaign, the aim was to raise everyday awareness whilst repositioning Actimel with a new global message about 'positive resilience' to a younger, more upmarket city-centre audience.

Bright pink and blue liveries enabled them to drive brand visibility in the commuter space and the tactical offer of free rides for a day allowed Actimel to bring a positive lift to the morning journey and encourage conversation online.

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“We were really proud to be working with Ubiquitous on our Stay Strong campaign where we encouraged people to feel strong and conquer their day ahead. Morning commuting can be stressful so, to make it a bit easier, people could tweet @ActimelUK when they spotted one of our branded taxis to receive a song from the Stay Strong Brothers band. There were more treats, as we rolled out the 360 degree campaign, which we supported with two TV adverts, OOH media, experiential events and sampling.”
Marketing Manager, Actimel