Shakira dances into Danone Activia brand ambassador role in ‘biggest multi-market initiative ever’
Danone Dairy has named Shakira as its brand ambassador and the face of its new worldwide "Dare to Feel Good” campaign for Danone Activia.
The singer will front a dance-themed advert featuring her new single Dare to promote the yogurt, which will be screened on YouTube from 16 March.
The film, developed by Vinizius Young & Rubicam Barcelona and directed by Jaume de Laiguana, features Shakira in a fantasy forest where, “she is showered with swirls of gold stardust and is seen dancing to express how great Activia tastes.”
Luca Casaura, Activia global vice president of marketing at Danone commented: “This globally orchestrated campaign represents not only a first for Activia, but a first for Danone. It is the biggest and most sophisticated multi-market initiative ever undertaken for the company and we are proud to have the support of one of the world’s most famous pop stars as our official ambassador.”
The campaign will also feature in TV and poster campaigns in selected countries.
The brand’s UK campaign will continue to be fronted by Gok Wan.