AGENCY
Paula Vampre, Global Chief Strategy Officer
Rafael Donato, Creative VP
Edgard Gianesi, Group Creative Director
Joana Plautz, Sr. Art Director
Lucas Silva, Sr. Copywriter
Carolina Vieira, Head of Account Management
Natalia Rakowitsch, Group Account Director
Daniela Bombonato, Head of Brand Strategy
Gabriella Teixeira, Strategy Director
Vanessa Amaral, Senior StrategistPancho Cassis, Global CCO and Partner
Sylvia Panico, MD, Global COO
Mariana D'Aprille, Group Account Director
Amanda Medeiros, Senior Account Supervisor
Pedro Borges, Account
Isabella Franco, Account Director
Margarita Pena, Account Supervisor
Cauê Martins, Planning Director
Tabata Pimentel, Strategic Planner
Brooklyn Carey, Strategist
Victoria Aldecocea, Stategist
Veronica Beach, Head of Global Integrated Production
Carlos Torres, Production
Tomas Diego, Producer
Ally Churchwell, Production
Barbara Karalis, Business Affairs Director
Elizabeth Torriente, Business Affairs Director
Fabiano Beraldo, Head of Integrated Production
Fernanda Peixoto, Production Director
Natasha Louckevitch, Senior Producer
Ander Perez, Jr. Copywriter
SUMMARY
Activia was known for one thing: helping people poop. That problem, solution approach once made us the undisputed category leader, but now, it keeps us from resonating with Millennials, who view health holistically.
“A-Z” gave new dimensions to gut health’s impact on the body. Asserting our authority in gut health, Activia modernized its role in wellness turning Millennial’s Apathy into Zeal. The campaign was able to increase sales by 8%, penetration of target by 4pp, brand consideration by 5pp, and make Activia the trend setter of the category.
