Full of Life

Activia had long been trusted for its proven gut-health benefits. Over time, however, the brand became typecast as a “digestive aid,” tied to remedy-driven routines and older consumers. At the same time, gut health was being redefined. It was no longer a taboo topic but a celebrated part of modern self-care. The opportunity was clear: shift Activia from a brand people bought out of necessity to one they embraced for both wellness and enjoyment.