ACTIVIA
SAVE THAT GUT
MY ROLE:
Brand Strategy
Comms Strategy
PR
Socials
Comms Strategy
PR
Socials
Activia is built on a simple truth: when your gut works, everything works. But while gut health underpins overall wellbeing, most people don’t think about their microbiome—and don’t realize it’s under threat.
In reality, gut diversity is declining. Yet the problem remains invisible.
To make it impossible to ignore, Activia introduced a clear and urgent platform: Save That Gut—dramatizing the fact that people are left with just 50% of their gut diversity.
The challenge was to translate this message into something people would notice, understand, and remember.
We brought the idea to life across channels—from social and digital to retail—making the message of 50% missing gut bacteria stand out through smart placements, unexpected analogies, and creative use of media.
In reality, gut diversity is declining. Yet the problem remains invisible.
To make it impossible to ignore, Activia introduced a clear and urgent platform: Save That Gut—dramatizing the fact that people are left with just 50% of their gut diversity.
The challenge was to translate this message into something people would notice, understand, and remember.
We brought the idea to life across channels—from social and digital to retail—making the message of 50% missing gut bacteria stand out through smart placements, unexpected analogies, and creative use of media.
A broken shopping cart is frustrating to drag.
So is a gut working at 50%.
If your cart struggles to support you, imagine your gut doing the same.
Now drag it to the Activia stand—and save that gut.
So is a gut working at 50%.
If your cart struggles to support you, imagine your gut doing the same.
Now drag it to the Activia stand—and save that gut.
We’ve all seen missing posters around the city — for lost cats, lost items. This time, it’s your gut bacteria. Tear off a tab, grab an Activia code, and help bring them back.
The “2026/2016” trend is everywhere—made to show how things change over time. We put our message into this social-native format to reveal a different shift: from 1956 to 2016 to 2026, gut diversity has been quietly disappearing—down to just 50% today.
While buildings across the city are wrapped in nets for restoration, we turn them into reminders: your gut needs restoring too. Bring back the missing 50%.
