A wordmark that now stands for a global health habit

Danone's ambition was clear. Strategically, they needed to own this new category. In terms of communications, that meant that everyone needed to understand how this product is new and different, and that Danone is the brand that cares to provide this kind of products. Legally, this meant that Danone needed a wordmark that spreads this message and works as a carrier of future brand value. How do you decide on a name that does exactly this?

Globrands got to work, and Actimel was born. It's a name that strikes you with energy—the "Acti" part gets you thinking of action, of moving, of doing. And the "mel" rounds things off with a smooth, sweet tone. Just what you need to start the day right.

But it wasn't just the drink that got a name. The special probiotic cultures inside needed to stand out, too. Enter Lactobacillus Casei Defensis and Immunitas —names that sound as strong as they work. More than ingredients, they're the heroes in every bottle.

Actimel did not only hit the shelves; it took over breakfast tables in over 20 countries, earning over €1500 million a year. From Europe to South America, it is now much more than just a drink; it's a global health habit.

Actimel's story shows how much a name can do. Because it's not just what's in the bottle that matters; it's about defining your space in the hearts and minds of your audience. At Globrands, we're all about finding those perfect words that make a brand not just something you buy but something you believe in.

A strong verbal identity lays down the groundwork for a special, one-of-a-kind bond with your audience through the power of language.