• Brandweek, Monday, March 2, 2009 10:30 AM

Marc Jove, the new svp of marketing for Dannon in the U.S. and the former marketing chief for Group Danone's Activia brand worldwide, says that marketing spend for the probiotic-infused yoghurt will be maintained despite the recession and a "marked slowdown" in its fourth-quarter fresh dairy sales. Based on ROI results, he says, "we might shift some dollars from in-store to coupons and from coupons to direct mail."

Dannon has also launched Activia drinks and Activia Fiber in the U.S., and TV spots will begin running this month. It will also give away products at different places, and use coupons and in-store promotions to support.

"Eight out of 10 adults in the U.S. are suffering from digestive disorders," Jove tells Elaine Wong. "So what we need to do is provide a relevant proposition with our product that is clinically proven, different and delivers on what it promises to do."

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