Danone has signed up pop star Shakira as the new global brand ambassador for Activia - but the UK campaign for the yoghurt will continue to be fronted by Gok Wan.
The Colombian singer will front a dance-themed advert for Activia with the slogan ‘dare to feel good’, with her new single - Dare - as the soundtrack.
According to Danone, the ad shows Shakira in a fantasy forest “where she is showered with swirls of gold stardust and is seen dancing to express how great Activia tastes”. A making-of video is above.
It goes live on YouTube on 16 March, accompanied by TV ads and poster campaigns in key Activia markets.
Luca Casaura, Activia global vice president of marketing, said the campaign was a first for Danone: “It is the biggest and most sophisticated multi-market initiative ever undertaken for the company, and we are proud to have the support of one of the world’s most famous pop stars as our official ambassador.”
The Shakira campaign will, however, not run in the UK, where the brand will continue to be fronted by celebrity stylist Gok Wan, who has acted as Activia spokesman since January 2013.
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