Activia
Campaign
Gut health is all over TikTok. From recipe hacks to functional fiber snacks, Gen Z is all about getting their gut health under control. But do you know what is notably not a part of that conversation? The OG gut health product, Activia.
Challenge: Help Activia, the OG gut health support and probiotic yogurt, bridge the gap between an older generation and younger generation by tapping into the premiere of Freakier Friday 2 – a movie that serves as the ultimate bridge between generations and features our previous spokesperson.
Idea: What if we could help stars gut ready and glow from the inside out for the movie’s red carpet premiere? We could even take it a step further and help fans get in on the fun by creating a Gut Ready kit in the shape of a fortune cookie IYKYK.
Results
The movie wasn’t the only blockbuster of the summer. We secured 140 media placements, earning 653.7M impressions along the way. Our Gut Glow-Up kits sold out within minutes of being launched and our influencer content had 1.3 million impressions.
Media
Gut Ready With Me: Turning Gut HealthInto the Ultimate Beauty Routine
Los Angeles Times
Activia Just Got a ‘Modern’ Makeover and ‘Next-Level’ New Product
Parade
Your Gut Health May Be Affecting Your Skin
Food Network
Summer of Style! Here's Every Beauty, Fashion, Fun, Food and Beverage Must-Have This Season
OK! Magazine
Activia New Gut Glow-Up Campaign Is The Wellness Moment We’ve Been Waiting For
Medium
10 Weird Ways Your Body Tells You That You Need More Fiber, According to Registered Dietitians
Parade
Reflection: This project took so many twists and turns over the course of its development, but our team stayed dynamic throughout it all to ensure our campaign would remain relevant, trendy and fun!
Role
Associate Creative Director
Creative ideation, social copy, script writing
Team
Agency: Weber Shandwick
Year: 2025
Group Creative Director: Erin Loonan
Creative Director: Liz Grant
Associate Creative Director: Patrick Linehan
Junior Copywriter: Jenna Byers
Client: Activia