How Activia went from stodgy digestive aid to trendy wellness brand
CNN
If you hear the word "Activia," your first thought might be of Jamie Lee Curtis. You may also think of its dated commercials, in which women complain of irregular digestion, and, well, poop.
Danone launched Activia, the probiotic yogurt that claims to support gut health, in the United States in 2006. Curtis became the brand's spokesperson the following year. The ad campaign — touting Activia's role in keeping consumers "regular" — inspired some ridicule, but it also boosted sales.
The brand has since moved on from Curtis, tapping other spokespeople over the years and modifying the way it promotes its products.
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