Actimel: international name for product brand

Danone S.A. is a worldwide leading company specialised in the manufacturing and supply of fresh dairy products, beverages, baby food and medical nutrition – products which are associated with quality and health.

Assignment

Danone assigned Globrands to develop an internationally usable brand name for a new generation of probiotic drinks that help strengthen your natural defences. This is achieved through the addition of specific probiotic cultures – which also needed a commercial denominator.

graphactimelweb10

Solution

In practically all Western language areas, the name Actimel communicates ‘being active’ on a rational level, while emotionally, the ‘-mel’ addition gives a gentle, enjoyable feel to the name. The probiotic culture was treated as an ingredient brand offering a reason to believe, and named Lactobacillus Casei Defensis and Lactobacillus Casei Immunitas. Actimel is an extraordinary probiotic dairy brand, which has had a transformative effect on the functional foods market. It earns over €1500 million a year in retail sales (2007) and can be found in more than 20 European countries as well as in South America and the Middle East.