1. DANACTIVE PLANSBOOK Adv 459 – Spring 2011 April 17, 2011 Olivia Clepper, Sean McIntyre, Amos Wheatley, Andrew Smith, Chris Rohman

2. Table of Contents Executive Summary ………………………………………………………………….……... 3 Situation Analysis ……………………………………………………………................ 4 - 16 Summary of Situation Analysis ………………………………………………………….... 17 Objectives …………………………………………………………………………………… 18 Strategy ……………………………………………………………………………………… 19 The New DanActive Target ………………………………………………………………... 20 Revamped Positioning …………………………………………………………………….. 21 Creative Strategy …………………………………………………………………………… 22 Creative: Magazine ………………………………………………………………….... 23 - 26 Creative: Billboard and Story board ……………………………………………….... 27 - 30 Media Strategy ……………………………………………………………………….... 31 - 33 Flow Chart ………………………………………………………………………………….. 34 MarCom Tools ………………………………………………………………………..... 35 - 36 Campaign Evaluation ………………………………………………………………………. 37 2

3. Executive Summary As a group we are striving to resurrect Danactive as brand. The lawsuit has prevented the ability to run a campaign since early 2009. This has allowed sister-brand Activia to take over top of mind awareness in the functional yogurt market. Through our campaign we establish a new brand identity and raise brand awareness. The lawsuit has also created a negative relationship between brand and consumers. Our analysis shows that re-establishing that relationship provides the best opportunity for campaign success. Creatively we utilize magazine placements, television commercial, and a billboard. The diversity of our mediums will achieve the desired reach and frequency of our campaign. 3

5. Generally, wealthier consumers can afford healthier choices when shopping

6. Generally, wealthier consumers remain healthy as they age (Journal of Sociology, University of Melbourne)

7. More likely to improve from poor health to good

8. Total yogurt sales equal $2.9 billion (USDA Economic Research Service)

9. Total yogurt production: 74 million gallons/year

10. 11% increase in US Dairy Market 2005-2010

11. DanActive and Activia represent 25% of Dannon’s overall sales(The Wall Street Journal, April 15, 2010)4

13. Market is continuing to rapidly expand

14. Greek yogurt is experiencing rapid growth

15. Established brands are emphasizing probiotic products

16. Functional yogurts with health benefits

17. Yogurt and yogurt drink sales have risen steadily over the past five years(Research and Markets)

18. Consumers are more concerned with healthy eating

19. Seeking out functional yogurts with health benefits5

21. Introduced stateside in 2004 as DanActive

22. Released nationwide in 2007

23. A probiotic yogurt, taken as a drink, that builds and restores the body’s natural defenses

24. Utilizes a patented bacteria known as L. Casei Immunitas6

26. Improvements in general digestion

27. Reduces gastrointestinal and respiratory illness among elderly

28. Improved digestion among lactose-intolerant consumers

29. Low-calorie and low fat supplement

30. 70 calories per serving / 1g of fat per serving / 13g of sugar

31. Per European Journal of Clinical Nutrition:

32. Incidences of common infections was 19% lower

33. Incidences of gastrointestinal infections was 24% lower

34. 638 participants administered both DanActive and placebos

35. The British Medical Journal cites benefits as:

36. Help avoid diarrhea symptoms associated with antibiotics

37. Some British hospitals have given DanActive to curb the spreading of C. difficile “superbug”7

39. $21 million multi-state settlement

40. “Dannon must stop deceptive hypes for health and digestive benefits for DanActive and Activia.” (Attorney General of CT)

41. Repercussions:

42. Must remove the word “immunity” from labels

43. Must replace “improve” with “interact”

44. FDA must approve any claim affecting cold and flu symptoms

45. Limits creative strategy8

47. Positioned as an ideal breakfast choice and daily snack of a healthy diet

48. Positioned well as an aid to healthy diet and not as the “be all, end all” product of a healthy diet

49. Utilizing television commercials to target women constantly on the go

50. Professional environment

51. Family & home environment

52. Constantly on the go, possibly being constantly stressed leads to lowered immune system defense – DanActive restores.

53. Current advertising seeks to inform instead of persuade

54. Using visual diagrams

55. Spokeswoman is a certified dietitian and not a celebrity9

57. The primary group of DanActive consumers is health-conscious women ages 25-54

58. Committed to the well-being of herself and her family

59. Enjoys health, home service, news/business/finance, & feminine magazines and TV channels10

61. Product concept is very similar to that of DanActive

62. Functional yogurt that appeals to health-conscious women

63. Competing within same consumer base

64. Higher indexes for Activia within each MRI+ category

65. More visible brand and higher recall & recognition

66. Current advertising campaign

67. DanActive hasn’t shown a commercial on-air since 200911

69. Antioxidants A&E

70. Fiber for digestive health

71. Calcium and vitamin D for bone health

72. Unique selling points for YoPlus compared to one for DanActive

73. Parent company with loyal consumer base

74. Yoplait and Dannon, as established brands, continue competition with probiotic product12

76. Similar target market (MRI+ table)

77. Similar product concept

78. Both products position as functional, healthy yogurts

79. Lack of brand awareness

80. Activia has top of mind awareness due to current campaigns

81. DanActive has not created a campaign since early 2009

82. Name confusion

83. Consumers are unable to distinguish the difference between the two products’ titles13

85. Can no longer claim immunity defense

86. Brand Equity

87. Future campaigns must rebuild perceptions about the product

88. Cannot be so forthright in establishing what the product does for the consumer

89. “interact with immune system” not “improve immune system”14

91. There is room for growth as consumers switch to a more health-conscious lifestyle

92. Functional yogurt provides specific health benefits

93. Advertisements can showcase the positive correlation between product consumption and good health15

95. DanActive and Activia both target digestive tract

96. DanActive offers other benefits as well

97. EX: immune system support

98. Create own identity for DanActive

99. Will sustain longevity in the market

100. Product design already geared to the “on the go“ consumer

101. Re-sealable cap on bottle16

103. The two biggest obstacles facing DanActive’s growth are the similarities to the more popular sister-brand Activia and the lawsuit preventing campaigns to use specific terms

104. The opportunity for growth and success is realistic if DanActive creates a unique identity by showcasing the defense for the body it builds and also fully separates itself from the lawsuit17

106. Increase general brand awareness by 20%

107. Increase positive perception of the brand by 15%

108. Increase top of mind awareness by 10%18

110. Build a new and improved awareness of the brand

111. Will differentiate itself from its competitor and sister-brand Activia

112. Will rebuild a positive association between the consumer and brand following the damaging lawsuit

113. Will establish itself in the target market as a unique product representing its protective and defensive capacities19

115. The highest projected target for the brand is women ages 25-54 with a household income $75,000+ according to 2009 MRI

116. The largest demographic of that projection is financially stable women 35-49 thus making it the ideal target

117. Actively pursuing a long healthy lifestyle and cannot afford to become ill or have a weakened immune system

118. Established professional lives with strong motivations and clear life goals

119. Committed and deeply established familial ties and personal relationships20

121. Convey immunity through the concepts of protection and defense

122. The former position focused on DanActive’s ability to “boost” health but not the other benefits

123. While DanActive does provide a “boost” it also:

124. Protects the body’s defense system against illness from bacteria and stress

125. Enhances the productivity of the digestive system

126. Provides extra beneficial nutrients and probiotics21

128. DanActive visually is the shield – the strong, impenetrable line of defense against a weakening immune system due to stress or illness

129. Represent the daily situations and frustrations – stress, cold weather, ill children, bad eating habits – that pose a true threat a healthy body

130. The protected woman – with armor and shield labeled DanActive – has an advantage in all aspects of her life22

132. Mild humorous tone consistent throughout visually relayed in animation

133. Magazine placements

134. A businesswoman wields a DanActive shield protecting her from a stressed and sick conference room full of employees sneezing and coughing

135. A mother juggles the hassles of her daily life including bacteria laden food, a sick child, work, all with the help of the DanActive shield

136. Visual representation of a woman’s immune system being defended by a DanActive warrior who has defeated an army of bacteria23

139. 26

141. Visually represents the shield being created from opening the DanActive bottle

142. Shows the correlation between continual defense and consumption of the product

143. Television Spot

144. A woman walks to a conference room, after drinking a DanActive, and gradually is covered in armor as the probiotics enter her immune system

145. She is fully armored just before entering the room, protection at its maximum state, then is shown in normal clothes again as she delivers her presentation27

146. 28

147. Sound FX: Congested city noises, cracks of thunder and lightening fill the air Action: Woman gets into elevator while sipping DanActive. VO: Have you ever felt like you need an extra layer of protection? Action: Woman exits elevator as the lights flicker off showing her silhouette. Sound FX: Lightening and thunder crac. VO: You lack confidence when you’re not feeling your best. Action: Lights flicker back on, woman appears in armor as she walks down the hallway. VO: Build and extra shield of Defense 29

148. Action: Woman walks down the hall as the lights flicker off again, showing her silhouette. Sound FX: Lightening strikes and thunder cracks. Action: Lights flicker on, woman appears in armor again as she tosses DanActive bottle into trashcan and prepares to enter conference room. VO: Become protected against life’s daily battles. Action: Solid color screen shot showing image of product and copy. VO: states the copy “Defend and support your immune system with DanActive’s uniquely formulated probiotic blend.”” Action: Woman is dressed once again in business attire as she conducts a presentation feeling confident and with an improved sense of well-being. 30

150. Six Publications: Women’s Day, Vanity Fair, Shape, Cosmo, Better Homes and Garden, Good Housekeeping

151. Strong blend of specific content (Shape, Good Housekeeping) with diverse, wide-ranged content (Women’s Day, Cosmo)

152. Publications like Vanity Fair appeal to our wealthier, independent targets

153. Publications like Better Homes and Garden appeal to our home and family-driven targets

154. Pulsing Strategy Schedule

155. Increased placements during flu season, beach season, and home improvement season31

157. Women’s Day: 9%, 90, $4.3

158. Vanity Fair: 33%, 330, $103.1

159. Shape: 24%, 240, $73.1

160. Cosmo: 10%, 100, $41.1

161. Better Homes and Garden: 6%, 60, $49.1

162. Good Houskeeping: 8%, 80, $54.4

163. Total GRP: 900

164. Total budget spent: $14,663,000

165. The TFrequency for each publication is 10

166. Data used based off 2009 MRI Product-Media information. The selected demographic is women 35-4932

168. Only legitimate media choice to visually show the building and progressing of the defense system

169. Animates the defense growing stronger and more complete around our target

170. Billboard

171. Visualizes an instant connection between defense – the shield – and the DanActive bottle

172. The bold stream immediately and visually links the two as inseparable33

173. Flow Chart 34

175. A year-round tour, showcasing top female athletes, that promotes health and strong, independent women

176. Provide DanActive to the players and the staff – keep them in top physical shape while on the course

177. Traveling samples van

178. Will arrive at large health-oriented events such as marathons and sporting events providing free samples

179. There will also be a television screen on the side of the van providing the health information and benefits to the consumers35

181. An application carrying a one-time fee that subscribes the consumer to a service that provides coupons and information directly to the smart phone or tablet

182. Will also provide tips and information on maintaining a healthy lifestyle and improving other aspects of life

183. Interactive Website

184. There is no current DanActive website so one will be created that has games uncovering product information, coupons, and giveaways

185. The website will host every advertisement – both television and print – and also exercise suggestions and healthy food choices to pair with DanActive36

187. Gauge the advertisements’ effectiveness by participant feedback on message clarity, uniqueness, and how visually appealing they are

188. Gauge how realistic and effective the particular target (women 35-49) is and whether DanActive is actually appealing to them

189. Provide survey with traveling van

190. Ad exposure and product consumption followed immediately by a survey with choices ranging from “very weak to very strong”

191. Questions would pertain to taste, information provided by the video, advertisement concept clarity, and consumer’s likelihood to make DanActive a daily consumption37