With functional foods under ever
increasing regulatory scrutiny,
we need you to craft a message that will hold onto as much of Actimel's brand equity as the regulations will allow.

Shane Holohan
Hot creative. On tap.

We can no longer claim that Actimel protects the immune system, but we can point out the fact that it is full of live bacteria - and leave the consumer to decide what value that offers.
This messaging approach was rolled out across all European communications, paving the way for a transition away from functional food while holding on to market share.

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