IPA Effectiveness Awards 2006: Silver Award - Actimel

Campaign title: Challenge
Client: Danone
Agency: RKCR/Y&R
Author: Rebecca Moody, RKCR/Y&R
Contributing author: Joseph Heath, RKCR/Y&R
Media used: TV, print, outdoor, interactive, PR, radio, DM, cinema,
press, sales promotion

IN A NUTSHELL: Actimel's 'feel-good challenge' successfully overcame the mung-bean image of probiotics to the tune of £90.8 million incremental sales and £36.3 million gross profit.

SUMMARY: This paper tells how Actimel's "Feel Good Challenge" successfully overcame the "mung-bean" image of probiotics and helped Danone take Actimel's health properties across the nation, to the tune of an estimated £90.8 million incremental sales and £36.3 million profit. By the end of the second millennium, the leading probiotic drink had scarcely made it into 1 per cent of the nation's fridges. The campaign to challenge the nation to an Actimel drinking competition has turned Actimel into a £112 million probiotic drink brand now drunk in one in four British homes.

JUDGE'S COMMENT: Actimel is a pretty remarkable story which shows impressive growth both in scale and volume in a tough market. The use of channels was particularly strong and the profit was outstanding, proving the qualities of a well-constructed campaign.

- Matthew Howe, senior vice-president, chief support officer, McDonald's Restaurants UK.