Danone is making consumers' resolutions to drink Actimel every day easier to swallow by giving a month's free supply.
Its new promotion, running on 10 million packs, tells them how 'A little every day goes a long, long way' and offers to refund the cost for between 28 and 30 bottles. It is part of a £5m spend across TV, radio, outdoor and instore activity.
Although Actimel remains the probiotic dairy category's bestseller, its performance in 2006 was disappointing compared with a significant uplift the previous year. The Grocer's Top Products survey showed sales down 5.4% to £107.9m, while Müller Vitality grew sales 30.1% to £42.2m [AC Nielsen, 52 w/e 7 October 06]. "This is a can-do campaign providing an opportunity for consumers who are in a 'do something positive' frame of mind to respond," said senior brand manager Andrew Curran.
The offer is flagged up by a TV campaign, radio activity and adverts in publications such as Asda's customer magazine.
Its new promotion, running on 10 million packs, tells them how 'A little every day goes a long, long way' and offers to refund the cost for between 28 and 30 bottles. It is part of a £5m spend across TV, radio, outdoor and instore activity.
Although Actimel remains the probiotic dairy category's bestseller, its performance in 2006 was disappointing compared with a significant uplift the previous year. The Grocer's Top Products survey showed sales down 5.4% to £107.9m, while Müller Vitality grew sales 30.1% to £42.2m [AC Nielsen, 52 w/e 7 October 06]. "This is a can-do campaign providing an opportunity for consumers who are in a 'do something positive' frame of mind to respond," said senior brand manager Andrew Curran.
The offer is flagged up by a TV campaign, radio activity and adverts in publications such as Asda's customer magazine.
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