Publicis e-dologic

Actimel – for us, every child is a hero.

What won't we do to make our children eat?
We sing, we dance, we make a fool out of ourselves and of course tell stories.
WhenActimel wanted to create a shared experience between children and their parents we knew that we have a good story in our hands.

The insight:
Children enjoy healthy food when they're told a story.
They enjoy it even more, when they're the hero of the story!

That's why we invented "Actiland" and "The Actimel Hero Series":
We placed 6 unique hero characters on our packaging and products,
Each hero with it's own superpowers.

Actimel transformed their packing overnight in one heroic marketing move.
Children started collecting the heroes and enjoying a new hero with every meal…

But the story doesn't end here...
We created a Facebook app where parents and children together, could create their own personal superhero.
We'd then send that design to their homes so they could fix it on their Actimel bottles.


The result:
Tens of Thousands of personal heroes were designed and sent to thousands of Israeli homes for countless parents and children to enjoy a shared experience by inviting the superheroes to their meal.

1 in every 3 kids exposed to the campaign asked their parents for the new Actimel.
Hundreds of thousands of people were exposed to the campaign, and Actimel's awareness skyrocketed.


Chief Interaction Officer: Enon Landenberg
VP Creative: Aviv Stein
C.T.O: yacov zoaretz
Creative Manager: bechor bar tur
Programmer : Yuval Zehavi
Designer : Sivan Sherlag & Svetlana levitas
Copywriter: Dana blum, Ilay rotem
Supervisor: Esti Smilg
Account Manager: Igor Goldfeld
Social Media Manager: Idan Kligerman
Content Manager: Li – Or Carmi
Project Manager: Erez Native