Mihaela Radulescu, the image of a new Activia (Danone) campaign in Romania

Cristina Blanaru Ads, Creativity

Danone launched, in the start of this year, a new communication campaign for Activia brand, with Mihaela Radulescu being the image of the campaign.

The action aims to inspire Romanian women to make changes for good, like adopting an active lifestyle and a healthy and balanced alimentation in order to always feel good.

Activia & Mihaela Radulescu

The campaign includes TV ad, OOH, online, print ads, PR activities and in-store communication.

The consumers can join the campaign via a special website,  AnulSchimbarii.activia.ro, with a contest mechanism to be unveiled in couple days.

After a teasing period, campaign’s dedicated TV ad started being broadcasted on January 8th.

Mihaela Radulescu is renown for her healthy lifestyle and is a constant promoter of daily movement and of a balanced diet. Yogurt is one of the aliments that don’t miss from her daily diet for a long time so the collaboration between us came naturally, as she is already a big consumer of Activia products. With this campaign and together with Mihaela, we want to inspire and motivate Romanian women to take better care of themselves (….)

Anca Stroe,

Marketing Director  Danone South-Eastern Europe.

Mihaela Radulescu_2I think I am the happiest case of public person chosen to promote a product that I was already promoting for pleasure. The lifestyle we are choosing can have an important impact both on our physical health and over our well being and, generally, on our happiness (…)

Mihaela Radulescu.

 Campaign’s credits:

  • Danone: Anca Stroe – Marketing Director, Anca Ignat – Senior Brand Manager, Anca Lazar – Brand Manager, Andreea Stan – Digital Manager, Luiza Toma – External & Internal Communication Manager
  • Cohn&Jansen JWT: Felicia Stoica – Copywriter; Alexandru Lazar – Senior Art Director; Alex Negoescu – Group Creative Director; Ana-Maria Olaru – Strategic Planner; Miriam Ivanescu – Account Director; Codruta Strat – Account Manager; Virgil Ghelmeci – DTP
  • Image PR: Andra Gherasim – Senior Account Executive; Alina Tataru – Account Manager