New campaign

Football legend kick-starts Actimel campaign

bobby_charltonRKCR/Y&R is launching a TV campaign for Danone Actimel, starring football legend Sir Bobby Charlton.

The TV ad, which was filmed in Manchester, shows Sir Bobby playing football and sharing skills with a group of young fans. It will break on September 3 and aims to show that the Actimel shot drink can help over-55s “make the most of the things they enjoy in life”.

It is the first time that Actimel has used a celebrity in its advertising. Danone marketing director Francois Rillet says: “Sir Bobby Charlton is a great ambassador for the brand.”

The media planning and buying is by Mediaedge:cia.

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