As The New York Times recently reported, Activia has announced a new set of celebrity endorsers—Laila Ali, Reba McEntire, and Travis Stork—and a new theme: “Activia tummies. Happy people.”
“A crucial part of the next phase is to make Activia ‘relevant to a broader audience’ of ‘everyday people,’” Jeffrey Rothman, vice president for marketing at Dannon, Activia’s parent company, told the Times.
This new direction is being debuted in a campaign photographed by Jeff Lipsky. Below is the first ad to be released…
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Reba McEntire, Travis Stork, and Laila Ali. Photo by Jeff Lipsky for Activia.
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