The Actimel brand is primarily associated with immune system protection. But what is the solution for summertime when such protection is obviously less important? Summer proposal from Actimel meets new customer insights, offering extraordinary refreshing fruit flavours and expanding traditional positioning of the brand.
Seasonal decline in interest in immune system protection was offset by the uniqueness of new flavours. As a result, Actimel increased its summer sales to both new and loyal customers, who were happy to try the novelties while still choosing traditional Actimel products. Furthermore, the summer line launch allowed the serious functional brand to become more emotional and attractive.