MERCADEO Versión en español
Shakira dances in a fantasy forest in Activias new ad campaign
Patricia Molina| 13 de marzo de 2014
Shakira es la protagonista en la propuesta comercial de Activia
Colombia-born pop singer Shakira becomes the face and figure of Activia in what the yogurt-maker calls its “first-ever integrated global communication campaign” and which has covered 50 countries since its kickoff March 16. The all-over advertising, which includes the U.S., comes just a few months after Activia cut its ties with long-time spokesperson Jamie Lee Curtis.Activia is not about to let go of its promise of good digestion, but seems to be after a sexier image for its yogurt by taking on Shakira. The spot, filmed in Barcelona, shows the pop star in a “fantasy forest where she is showered with swirls of gold stardust and dances to express how good she feels inside,” according to a description of the ad provided by The Dannon Co.The campaign, created by the Vinizius Young & Rubicam agency and dubbed Dare to Feel Good, uses for its soundtrack a new Shakira number called Dare (La La La), a single from her latest album.”Like no one else in the world, Shakira’s performance illustrates how feeling good on the inside can help you feel wonderful overall,” says Jeffrey Rothman, VP of marketing at The Dannon Co.Activia, first launched in Europe in 1987, is the biggest-selling yogurt in the world with a market share of 7 percent, according to Euromonitor International.
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