Actimel: pioneering a new category and way of life with an ownable wordmark

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 commercial denominators, as ingredient brands.

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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 cultures were named Lactobacillus Casei Defensis and Lactobacillus Casei Immunitas, allowing them to be communicated as ingredient brands.

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.