Danone is to roll out new monster-themed packaging for its Actimel for Kids range this month, and is launching a £2.8m promotional campaign for the wider Actimel brand which will run across TV, print, and digital under the strapline “have you taken care of your immune system today?”
The new Actimel for Kids bottles will complement the three existing bottles launched in 2014 - featuring three Actimel heroes; AC, TI, and MEL - with three new monster characters first seen in the drink’s 2014 advertising campaign.
“Actimel for Kids has been a huge success in 2014,” said Danone marketing director Blandine Stefani, who added that the launch of the drink last August had contributed to a 13% increase in family penetration [Kantar Powerview, WE 09.11.14] for the total Actimel brand.
“We are confident that building kids’ engagement through these exciting new monster bottles will drive even more success for the Actimel for Kids brand in 2015,” she added.
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