Activia / Jamie Lee Curtis
CAMPAIGN OBJECTIVE
- Drive awareness to the importance of digestive health through the new brand launch of Activia by targeting educated and health-conscience women 35-64 year old
BURNS’ ROLE
- Leveraged Burns Celebrity VaultTM to select female actresses that fit the campaign objectives.
- Provided Dannon with a reputable spokesperson who fit with the brand attributes of Dannon and Activia.
- Led all negotiations and drafted offer letters and contracts.
- Acted as the liaison between the talent’s management and Dannon to ensure the talent delivered on her contractual obligations.
CAMPAIGN OVERVIEW
- Integrated 360º campaign with executions featuring Jamie Lee Curtis in TV, radio, print, online and PR.
RESULTS
- The #1 selling yogurt in the United States.
- First year sales topped $100 million dollars.
- Multi-year celebrity contract driven by ROI.
- According to Dannon, about 80% of women age 35 to 64 were aware of Activia when asked about yogurt brands.
CHECK OUT THE SPOTS
Brands hire Burns Entertainment & Sports Marketing to help deliver their most important messages to their most important audiences, from brand positioning to product launches to global campaigns, to drive affinity, sales, share and profits. Our expertise in the world of celebrity and pop culture — who’s hot, who’s not, and how to leverage talent across the marketing mix — has produced unparalleled brand success for 41 years.
