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Dannon Activia Launches Thought-Provoking Advertising Campaign Featuring Jamie Lee Curtis

Bringing celebrity recognition to encourage Americans to think, talk and

care about digestive health

WHITE PLAINS, N.Y., March 3 /PRNewswire/ -- Today, the Dannon Company unveiled a new advertising campaign for Activia featuring award-winning actress and passionate self-esteem advocate Jamie Lee Curtis. In the new campaign developed with Y&R, to air throughout 2008, Curtis draws attention to the importance of digestive health, sheds light on this all-too-frequent, silent health problem and presents Activia as a delicious, simple solution.

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More than 87 percent of Americans suffer from occasional digestive health troubles* and 70 percent of women say their digestive health issues have a negative impact on their daily lives**. Still, many people are silent about this important subject. Through her discovery of Dannon Activia, Jamie Lee Curtis will help make Americans feel more comfortable talking about their digestive systems and explain easy ways to keep them working properly.

"Digestive problems are important and surprisingly common but we don't discuss them. Whereas we routinely talk about other uncomfortable topics, such as erectile dysfunction, digestive health is not being addressed -- and it's time to change that," explained Curtis. "I am not afraid to talk about bowel issues -- there I said it -- and I'm very committed to help people find solutions, like a balanced diet and Activia. It is rewarding to be the ice breaker who speaks openly about digestive health and irregularity, and make it easier for people to find a solution."

Curtis' charismatic personality and integrity will inspire Americans to overcome their reluctance to talk about and hesitance to treat their occasional irregularity. The first stage of the campaign will feature introductory ads with Curtis discussing digestive health problems and the clinically-proven benefit of Activia. The campaign will evolve with Curtis and will include frank and open conversations about occasional digestive health issues.

"Despite the frequency of digestive troubles many people experience, few of us are at ease talking openly about them. As a result, we often live silently with digestive discomfort despite the availability of a clinically- proven, great tasting yogurt that can help. Activia and this campaign are changing that," explained Jeffrey Rothman, Activia Brand Director. "Taking proactive steps to manage digestive health begins with open discussion. Jamie Lee Curtis is the ideal partner for Activia to help more Americans talk about and take control of their digestive health."

"Activia is making it okay to talk about something that has not been okay to talk about," said Filipe Vasconcellos, North American Account Managing Director of Y&R. "This campaign is not simply about giving information, it is designed to change attitudes and, ultimately, behavior. Jamie's credibility and compassion will not only help break the silence, but will empower people to make their lives a little more enjoyable with Activia."

Dannon, in conjunction with Y & R, which is Dannon's advertising agency of record, produced the ad campaign. Creative credits include: Creative Director, Copywriter -- John Bollinger; Creative Director, Art Director -- Ritch Goldstein; Broadcast Producer -- Tennille Teague; Director -- Riess/Hill; Production Company -- Gartner; DP -- Paul Cameron; Exec Producer - - Elaine Behnken.

About Activia

Activia is the first and only probiotic yogurt available in the U.S. that is clinically proven to help naturally regulate the digestive system in two weeks by helping with slow intestinal transit, when eaten daily as part of a healthy and balanced diet. Regular Activia is a lowfat yogurt and Activia Light is a nonfat yogurt.

Each 4oz. serving of Activia contains billions of beneficial cultures, including Dannon's exclusive probiotic, Bifidus Regularis(TM), which is clinically proven to remain live and active in the digestive tract where it exerts its effect. Activia works by helping with slow intestinal transit -- the time it takes food to pass through the digestive system -- leading to better daily well-being and a natural regulation of the digestive system.

About The Dannon Company, Inc.

The Dannon Company is America's founding national yogurt company and continually leverages its expertise to develop and market innovative cultured fresh dairy products in the United States. Headquartered in White Plains, NY, Dannon has plants in Minster, OH, Fort Worth, TX, and West Jordan, UT. The company produces and sells approximately 100 different types of flavors, styles and sizes of cultured fresh dairy products. Dannon is owned by Groupe Danone, one of the world's leading producers of packaged foods and beverages, and Dannon is the top-selling brand of yogurt products worldwide, sold under the names Dannon and Danone.

With a strong commitment to high-quality, wholesome, nutritious and innovative products, The Dannon Company is committed to encouraging healthy eating and living. This commitment is also illustrated through The Dannon Company's support of the Dannon Institute, an independent, non-profit foundation dedicated to promoting research, education, and communication about the links between nutrition, diet and health. For more information, please visit

*Based on a 2007 national insight survey commissioned by Dannon

**2007 study by Harris Interactive, commissioned by Dannon

Media Contact:

Brian McIver

Edelman, for Dannon


SOURCE The Dannon Company, Inc.
Copyright©2008 PR Newswire.
All rights reserved

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