After decades of marketing that more or less followed diet culture trends, Activia made a statement in 2021 with their powerful new You’ve got guts brand platform. By choosing to celebrate women’s courage, determination and diversity rather than their appearance, they put authenticity at the heart of their brand. 

As a pioneer in probiotics and a leader in gut health, Activia already had a credible voice in promoting women’s health (women are three times more likely to suffer from IBS for example) but it was critical that they ‘walked the talk’ in order to avoid jumping on a generic ‘women’s empowerment’ bandwagon. 

To celebrate women’s guts, Activia needed to demonstrate guts of their own. That’s why they asked someone with real guts to do the voiceover for their new brand launch; a woman who had never done a voiceover before. A woman with a speech impediment.