Danone ad campaign revamps Shape brand

Danone, the yoghurt, mineral water and biscuit manufacturer, is relaunching its Shape brand with a campaign through Rainey Kelly Campbell Roalfe/Y&R.

The multimedia campaign, which will break next week, aims to revamp Shape's image as a diet yoghurt by focusing on its naturalness.

It is the first national campaign since the Shape brand was bought from St Ivel a year ago and also the first work RKCR/Y&R has done on the brand.

Instead of portraying the virtually fat-free food as a non-indulgent option, the new ad concentrates on positive healthy eating and feeling good about yourself, attempting to draw attention to the brand's diet credentials in a contemporary way.

The TV execution, which is called "south beach" and set in Hollywood, uses artificially enhanced characters to illustrate that Shape, unlike a lot of other fat-free options, does not have artificial ingredients.

The spot opens with a naturally beautiful woman walking through a mass of people who have been enhanced in some way.

She passes a middle-aged woman with a tight, Botox-filled face. A voice-over says: "No preservatives."

Next it shows a man who is glowing orange from a fake tan, as the voice-over says: "No artificial colourants." The woman then passes a sugar daddy and his young girlfriend, with the words: "No artificial sweetness." Finally, the camera cuts to the naturally pretty woman eating new Danone Shape yoghurt. The spot's endline is: "Enjoy a more natural Shape."

The campaign will also include press, online ads, six-sheet posters, sampling and point-of-sale activity.

Linda Svennson, the senior brand manager for Shape, said: "We needed to make Shape appealing to a wider audience and move away from its diet heritage. The new work focuses on Shape's naturalness."

The campaign was written by Rob Porteous and Majella Lewis, with art direction also by Lewis. The director was Jeff Stark, from Stark Films.

Media planning was through Mediaedge:cia with media buying by Carat.

Elaine Donoghue, the board account director at Rainey Kelly Roalfe Campbell/Y&R, said: "We wanted to create a relaunch ad that clearly drew a line between old Shape and new Shape.

"The ad communicates the purity of the product but in a way that challenges the advertising norms of the yoghurt category."

RKCR/Y&R also handles advertising for Danone's Actimel range of drinkable yoghurts.

The agency was handed the Shape account by the French dairy company last December. It was previously handled by Abbott Mead Vickers BBDO.

Shape was one of the first diet brands on the market but it has recently faced a challenge from brands such as Onken and Benecol. Muller Light, a more established competitor, is running a campaign through Publicis. It has spent £3.5 million above the line in the past 12 months, according to Nielsen Media Research.