The experience will allow supermarket shoppers to try out the product by choosing a number of different breakfast combinations, whilst also pushing in-store promotions.
Mars Events has centred the campaign around the brand's core message of 'Start your day your way'. The campaign is currently being staged on a nationwide scale, with exclusives in Sainsbury’s and Tesco stores.
Jason Wall, head of shopper marketing at Danone Dairies UK, said: "The relaunch of Activia this year is an important milestone in the evolution of the brand and we have an exciting opportunity to connect with shoppers through a bespoke breakfast experience by disrupting the shopping journey in-store. Our audience will be able to try Activia and taste it with different breakfast flavour combinations and understand a little more about the product and the brand. By partnering with Mars Events on this we were able to create an experience that will surprise and delight our shoppers by rediscovering Activia and reflecting the brand in a simple and attractive way."
Sam Moqbel, managing director, Mars Events added: "We’re delighted to be working with Danone on the Activia relaunch. Modern-day shoppers have to make quick decisions when selecting their weekly / daily shop and bringing Activia to life will make that a simple, smart choice for customers. The experience relates to consumers on a totally unique level; based on how we think about audience behaviour and the critical reaction point that drives brands forward through more engagement, advocacy and sales."
In July, Evian distributed 250,000 bottles of water to busy commuters in support of TfL's ongoing Travel Better London campaign. Earlier this month, yoghurt brand Coconut Collaborative hosted three fitness sessions in partnership with Pop-Up Fitness.
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