Desired Result

Raise awareness of the importance of digestive health through the brand launch of Activia

Solution

• Employed the Burns Celebrity VaultTM to find female actresses who provided a reputable face for the brand and resonated with the target demographic – 35-64 year-old women, educated and health-conscious
• Helped Dannon narrow down the celebrity list until they chose Jamie Lee Curtis
• Drafted all offer letters and contracts
• Acted as the liaison between Curtis’ management and Dannon to ensure she met all of her contractual duties