Activia: ACTIVIA

Credits & Description:

Category: ii. Core FMCG

Advertiser: GROUPE DANONE

Product/Service: PACKAGING

Agency: TEAM CREATIF

Date of First Appearance: Mar 5 2010

Entrant Company: TEAM CREATIF, Paris, FRANCE

General Director: Olivier Delamea (Danone)

Brand Marketing Manager: Nativité Rodriguez (Danone)

Senior Production Manager: Flore Auge (Danone)

Marketing Director: François Rillet (Danone)

Client Services Director: Marie Pierre Gamby (Team Creatif)

Account Director: Karen Lasfargues (Team Creatif)

Creative Director: Camille Riboud (Team Creatif)

Design Implementation Manager: Valérie Wrobel (Team Creatif)

Designer: Fanny Bouffier (Team Creatif)

Chief Executive Officer: Sylvia Vitale Rotta Craig (Team Creatif)

Media placement: Diary Product - Supermarket - Avril 2010



Describe the brief from the client

For more than 40 years, Danone has made a commitment

oto the Sustainable Development for Environmental Protection.

In the summer of 2010, Activia does away with its cardboard packaging.



Describe the challenges and key objectives

An opportunity to recreate the design and the packaging.



Describe how you arrived at the final design

Before the packaging was too identical to others, with a lot of cardboard used.



DESIGN SOLUTION

-Treat the two surfaces as a unique facing.

-Capitalise on the strength of the brand.

-Empowering the segmentation of the families.



Give some indication of how successful the outcome was in the market

+14.8% increased sales (April 2010 vs April 2008, Danone internal sources).



1,280 tonnes less on cardboard (Danone internal sources).



A little act for a great result!