Actimel relaunches with“Stay Strong” campaign

Celebrity mum Myleene Klass joins forces with the Stay Strong Brothers to help busy mums stay positive during morning mayhem. A new global relaunch of Actimel marks its biggest launch to date, with a new brand platform – ‘Stay Strong*’. Worth £3.3M in the UK alone, the ‘Stay Strong’ campaign is about helping people stay positive throughout the day. The campaign leverages music throughout in order to encourage people to help them navigate through life’s daily challenges.

ACTIMEL_190The first global integrated campaign runs across TV, Outdoor, PR, Social and Experiential and aims to celebrate positive resilience in everyday situations. The TVC heroes a farmer & a teacher and their upbeat, positive attitude supported by iconic songs from Aerosmith & the Beegees.

The Stay Strong campaign will also be brought to life via the ‘Stay Strong Brothers’, a band who’ve been brought on board to help bring a smile to people’s faces during challenging moments. The Stay Strong Brothers have created nine humorous songs about everyday life to inspire people to take on each day with a positive attitude – whatever the day brings.

Now in the UK after a global tour, the Stay Strong Brothers have created a song aimed at busy mums, which was captured in a fun video featuring celebrity mum Myleene Klass. The video depicts a chaotic morning in the life of a busy mum.

We see her running around getting excitable children ready by dressing them, cleaning their teeth and even doing their homework before finally, Myleene gets caught up with the song, joining the Stay Strong Brothers by playing the piano.

To take the campaign to the public, Actimel joined forces with Transport for London (TfL) to provide early morning commuters with 70,000 free Actimel samples. Other brand marketing activities with TfL include brand advertisements (including banners and station announcements) in five central London stations** as well as personalised advertising in 10 other major UK cities. The icing on the cake was when the Stay Strong Brothers provided an impromptu performance to a busy commuter crowd. They also gave free journeys for one morning in 20 branded Actimel taxis.

A strong social media campaign is being undertaken to support the campaign with 6.6 million views on Facebook and Twitter already. The videos and songs about daily challenges, echoes fun bespoke content in response to people’s difficult moments.

Cynthia Finke, Marketing Manager from Actimel said, “We are delighted to be helping people to ‘Stay Strong’ as part of our global relaunch. We hope this campaign will really resonate with the public and bring a smile to their faces – regardless of any challenges they face throughout the day.”

To listen to the song and watch Myleene and the Stay Strong Brothers in action, go to www.staystronguk.com

*Actimel contains Vitamin B6 that contributes to the reduction of tiredness and fatigue. It also contains Vitamins B6 & D to support the normal function of the immune system.

**Tube stations include: Farringdon, Canary Wharf, Green Park, Tottenham Court Road and Westminster.

www.staystronguk.com

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