Case Study / Product Innovation
Activia Breakfast Protein
Product Innovation & Communication Campaign
A proposed functional product extension and campaign repositioning breakfast as a convenient, satisfying and considered choice for active women navigating demanding everyday routines.
context
Activia is an established Danone brand in the functional dairy category, associated with digestive wellbeing, balanced nutrition and feeling good from within. The existing Activia Breakfast No Added Sugar combines yoghurt with a separate topping in a convenient on-the-go format.
Despite these benefits, the product was unlikely to be perceived as a sufficiently substantial and satisfying choice by active consumers. For many, it could remain a “light dairy snack” rather than a credible functional start to the day.
challenge
How could Activia Breakfast evolve from a light snack into an option that active women recognise as satisfying, convenient and suited to their daily rhythm?
The challenge was not simply to advertise the existing product differently. It was to strengthen the offer itself and communicate its functional value more clearly, without moving Activia into an overly performance-driven or restrictive wellness territory.
product innovation
The proposed solution was Activia Breakfast Protein - a protein-enriched extension of the existing no-added-sugar product.
The innovation combined Activia’s established probiotic proposition with additional protein, while retaining the convenient yoghurt-and-topping format. The packaging direction also gave greater prominence to the functional benefit, helping the product communicate a more substantial breakfast proposition.
audience
The focus was on active urban women looking for intelligent, convenient solutions that do not feel like a compromise.
The primary audience was women aged 18–34 - students and young professionals living in larger cities and managing fast-moving schedules. They read labels, follow food and lifestyle content online, and expect products to balance taste, convenience and nutritional value.
The secondary audience was women aged 35-45 balancing work, family responsibilities and personal wellbeing. They look for practical products with a clear proposition, recognisable ingredients and meaningful everyday value.
insight
“Sometimes, one good choice amid the chaos is all I need to keep going with confidence.”
Strategic Direction: Position Activia Breakfast Protein as a small but decisive act of self-care: a convenient and more satisfying choice that helps women regain a sense of momentum and control without moralising, judgement or unrealistic wellness expectations.
creative idea
“The Choice That Moves Your Day”
The campaign presents Activia Breakfast Protein through real moments from demanding everyday routines.
Rather than showing idealised mornings or exaggerated fitness lifestyles, the idea focuses on the significance of one manageable choice - a simple act of care that helps the day continue with greater confidence, energy and personal control.
SMP
When the day leaves no time, Activia Breakfast Protein offers taste, convenience and a more satisfying way to care for yourself - without compromise.
OOH
Билборд, citylight и метро формати за изграждане на разпознаваемост в големите градове.
My Role
Product Positioning & Communication Strategy
This was a five-person university project developed with Polina Drumeva, Selin Mehmed, Tiyana Vasileva and Yanitsa Gospodinova.
As a team, we worked across product innovation, positioning, brand identity, creative concept development and campaign planning.
I contributed to the development of the product positioning and communication direction - from defining the core problem and consumer insight to shaping the creative brief, single-minded proposition, key message and campaign formats.
My focus was ensuring that Activia Breakfast Protein did not feel like another generic “healthy product,” but like a relevant, convenient and meaningful choice within a demanding everyday routine.
Място за OOH / POS
POS
Wobbler и търговски материали, които напомнят за продукта в момента на избор.
Място за storyboard
Video / Storyboard
TVC и YouTube skippable идея, които проследяват хаотична сутрин и показват продукта като тих съюзник в деня.
Показвай избора, не само продукта.