The Activia spot captures the determination of a few women when told they can’t—negative messages countered with confident assertions.
Activia has created a new spot titled Don’t Tell Me I Can’t, which is part of its national rebranding campaign in the United States, It Starts Inside. The ad push is built on the insight that while women are strong when overcoming challenges, they can be their own harshest critic without realising.
The advertisement follows a partnership and television commercial deal with Sarah Thomas. Highlighting the highs and lows of her historic appointment as the NFL’s first full-time female official, she draws on personal experience to elevate the platform and inspire those who’re on their own journeys.
In line with its transformed look and feel, the brand hopes the film will spark a conversation as well as encourage women to conquer their inner critic and hurdles to achieve their full potential. The video features candid interviews with women who’ve come to see self-doubt as their biggest barrier.
The creative captures their determination when told by others that they can’t—negative messages countered with confident assertions. When asked if they’d ever told themselves they can’t achieve something, the same women recall moments of self-doubt and having to face their inner critic.
As part of the call to action, the brand will donate $250,000 to Girls Who Code, a non-profit dedicated to closing the gender gap in the technology field, with the aim of helping young women realise their potential and dreams. Also, the relaunch includes product packaging which has been redesigned.
“The It Starts Inside campaign embraces a reimagined brand purpose. We’re marrying the benefits of our yogurt with a new rallying cry—to offer a product and platform to help women feel good inside and out,” said Carolina Cespedes, Activia Senior Brand Director at The Dannon Company.
