Danone Announces Global Partnership between Activia and Shakira For Its New 'Dare To Feel Good' Campaign

Today sees the launch of Activia's exciting partnership with global icon, Shakira, as the Colombian-born superstar supports the yogurt brand's new 'Dare to Feel Good' campaign. The international collaboration will bring to life Activia's 'Feeling Good Starts from Within' initiative with a new dance-themed creative that celebrates making inner health and well-being.
Filmed in Barcelona, the new TV advertisement features Shakira in a fantasy forest where she is showered with swirls of gold stardust and is seen dancing to express how good she feels inside. Shakira comments: "I believe that taking care of your inner health is the key to personal well-being and dance is one way to communicate that synergy of feeling good within and without."
Shakira's new song 'Dare (La La La)'- included on her brand new album named "Shakira", launching on March 25th 2014 - provides the soundtrack to the TV commercial. Developed by Vinizius Young & Rubicam Barcelona, the advertisement forms the central piece within Activia's first ever integrated global communication campaign, set to air on the 16th March, in more than 50 countries worldwide. Directed by the acclaimed photographer and director, Jaume de Laiguana, the commercial's renowned production team also included Oscar winning art director Eugenio Caballero and award winning Javier Aguirresarobe.
Luca Casaura, Activia Global VP Marketing at Danone comments, "There's no one better than Shakira to represent the importance of inner health. She perfectly exemplifies how feeling good on the inside is essential to her self-expression as a world-famous Performer."
For further information on the campaign, including additional exclusive campaign content such as behind the scenes footage and the TV commercial, please visit www.activia.com[website live on the 16th March].
https://www.youtube.com/activia

About SHAKIRA

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Over the course of her career, Colombian singer-songwriter and Grammy winner Shakira has sold over 60 million records worldwide and has won numerous awards including two Grammys, eight Latin Grammys, four World Music Awards, three American Music Awards and five Billboard Music Awards, to name a few. She is the only artist from South America to have a number one song in the US, and has had four of the 20 top-selling hits of the last decade. At the age of 18, she founded the Pies Descalzos (Barefoot) Foundation which currently provides education and nutrition to over six thousand impoverished children in Colombia and is expanding its work to other countries, including newly launched projects in Haiti and South
Africa. In October 2011, Shakira was named a member of President Obama's
Advisory Commission on Educational Excellence for Hispanics. Shakira served as coach on the 4th season of "The Voice," NBC's hit reality vocal competition series that searches for the nation's best voice. She will return to the show on season
6. Shakira's new album releases on March 25th2014.

About Danone Dairy

Danone's largest worldwide business unit, Danone Dairy is the worldwide leader in yogurts, fermented fresh dairy products with probiotics and other specialized fresh dairy products.
Danone Dairy's first steps can be traced back to 1919 in Barcelona with the sale of the first yogurts by Daniel Carasso. Today, the Division is strongly committed to
accomplishing Danone's mission to bring health through food to as many people as
possible: it markets a wide range of tasty and nutritious fresh dairy products in more than 70 countries around the world. Its leading fresh dairy brands include Activia,
Actimel, Danonino, Danacol, greek-style and protein-rich yogurts (Oikos, Danio),
indulgent brands (Danette, Fanstasia) low-fat / low-calorie brands (Vitalinea, Taillefine, Ser) and Danone brand with plain and fruit yogurts.

About Activia

Present in more than 70 countries in all 5 continents, Activia is the largest fresh dairy brand, launched by Danone Dairy in 1987. It contains a unique mix of bacteria selected by Danone's experts, including the exclusive Bifidus Actiregularis (more
than 4 billion of Bifidus Actiregularis are found per 125g servings). The Activia fermented milk products benefit from more than 20 years of research and expertise.
It has been consistently demonstrated through several clinical trials that the Bifidus
Actiregularis survives the passage through the digestive system and is able to reach the intestinal flora alive, in high quantities.

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