Gut Reaction

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Even though Americans want to be recognized as international and wise in the ways of the world, there are still differences in the way successful marketers appeal to U.S. consumers.

Take for instance the mixed results in the development of probiotic nutritional technology brands such as Dannon Activia yogurt that promote enhanced gut health and digestive system performance. It’s a subject often addressed directly in other cultures, but one most American consumers can’t stomach.

There have been a number of missteps by some significant players in this new category of packaged foods.

Dannon, however, has found a comfortable balance between an emphasis on feeling better and speaking clearly. Their results are a testament to a marketer understanding how to build a strong brand that is culturally relevant.

They did it so well, in fact, that sales for the premium-priced Activia brand increased 16% in 2009 over 2008. And that is in a global economy that hammered most other premium brands.

Read more about gut-healthy marketing.

To talk to someone about improving the health of your brand’s communications, contact us today by e-mail or phone, 903-534-5220.