DESIGNER

Margarida Cardoso

PROFILE/DESCRIPTION

Activia is a brand of yogurt owned by Danone, located in France. It is classified as a functional food, designed to improve digestive health.

GOALS

Feel like the product is tasty and healthy, and that the brand is of good quality. 

PRIORITIES

1. Branding (Activia)
2. Flavor (vanilla/strawberry/etc.)
3. Benefits (calories, probiotics, nonfat, 0 sugar)

TARGET AUDIENCE

People that are health-conscious, that want what's best for their bodies and tastes good.

BRAND CHARACTER

The brand's tagline is 'Feeling Good Starts from Within' . Activia looks for options that improve the customer's digestive health.

COMPETITIVE SITUATION

Its major competitors are Fage, Noosa, Brown Cow, Clover