Commentary

Actimel Uses The Toaster As A Branding Device -- Literally

Have you had your Actimel today? If not, check your toast. It will speak to you.

Wunderman Brazil turned toast into an edible advertisement to promote Danone's Actimel probiotic yogurt drink. For those of us stateside, Actimel is marketed as DanActive. 

Actimel claims that its ingredients help boost a person's immune system, especially for growing children. Danone positioned Actimel as an ideal breakfast component for mothers to feed their kids. 

To remind moms in Brazil to add Actimel to the breakfast table, Wunderman Brazil sent influential mommy bloggers who write about family, children and health a special package. Along with a portion of Actimel, Brazilian bloggers received customized toasters that imprinted the words, "Have you had your Actimel today?" onto bread. The goal was for said mommy bloggers to write about this campaign online, post to social networks and increase brand awareness for Actimel.  

Seeing the branded toasters reminded me of a birthday present a friend recently received: an MLB toaster that toasts his favorite team's logo, the New York Mets, into bread. 

Actimel offered mommy bloggers an additional incentive to write about its yogurt drink: more product. Any moms who posted pictures of branded toast to their social network profiles received an additional month's supply of Actimel. 

But what happens if you're more of a cereal than toast eater during breakfast?

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