In the middle of January big bright bottles of new Activia Classic, a product from Danone, appeared on the streets of Almaty with most heavy traffic. Such creatively designed Citylights became the part of the advertising campaign purpose of which is to acquaint the consumers with a new product from Activia.
Since ancient times the Kazakhs with big respect enjoyed classical fermented milk products which are useful for health and digestion. Activia Classic is a new fermented milk product which differs with its delicate and soft taste, light texture and is extremely useful for comfort of the digestive system.
The target audience of a new product from Danone are women of different ages, therefore Citylights were selected as the outdoor advertising media since they are located both on Bus Shelters and on city information panels Mupi. The package network of Citylights provides equable coverage of the central part of the city and allows to cover automobile, passenger and pedestrian streams.
About Danone
Danone Group was founded in 1919 by Isaac Carasso. In Kazakhstan Danone has put into operation its own plant in Almaty region in Bayserke settlement on June 1, 2010. Today the plant produces about 50 kinds of dairy products under the brands Activia, Rastishka, Danone, Prostokvashino and Bio-Balance. The mission of Danone is to bring health through healthy food to as many people throughout their lives. As Chairman of the Board and President of Danone Franck Riboud said: “Danone is committed to becoming one of the special companies with bright and attractive image, with unrepeatable individuality that cannot be copied and which is based on the unique values".
About Activia Classic
Activia Classic is a fermented milk bio-product enriched with ActiRegularis bifidobacteria with new delicate taste and light texture without fruit pieces. Unlike usual Activia the new Activia Classic does not contain pieces of fruits and “sourness” of yogurt, that is, possesses softer taste and is less dense and therefore is easier to be drunk. While Activia still helps to make digestion comfortable and has all useful properties of ActiRegularis.
