Dannon Activia Launches Thought-Provoking Advertising Campaign Featuring Jamie ...( Bringing celebrity recognition to e...),Health

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.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080303/NYM034 )

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
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