1) ACTIVIA Logo
2) Does
3) Range
4) 3 Essentials
5) Flavour
6) RTB Tag
Back of Pack
Claim
The claim underneath the Activia logo is to be chosen accordingly to the winning claims from local claim tests. For more information on claim testing please get in touch with your local S&I.
Global learning: combining the DOES and the HAS strenghtens the message to consumers.
Story & Icons
The story should be focus on the HAS and highlight our superiority.
The icons can be selected on our library of icons & depending on your local reg.
Our flavour colors
Our flavour colours are here to help shoppers quickly navigate at shelves understanding in system 1 the sub range / variant. When choosing the flavour band, please always make sure that it is sampled from the ingredient imagery in natural way.
To reinforce the tasty and naturality aspect of the product, we use in complement to the flavour tag a flavour descriptor linking positively with. The descriptor is a complement of the flavour tag and can replace it (e.g. lid fruits). The flavour tag and/or the descriptor should be found on all the formats.
Our very light colours
For very light flavored tags it is necessary to move the color of the text from White to Brown (C21 M79 Y82 K37) in order to have more contrast from the background.
This exception applies only to Vanilla.
The bands of the flavors indicate the flavor of each reference and have their associated color, while the text inside should always be white
Font
The font for all the flavor tags and descriptors above is Gotham Bold.
Font sizes
Kiss Banderoles: 8pt. Kiss Lids: 13pt. Conical Banderoles: 10pt. Pick Up: Descriptor 6.1pt. & Flavor tag 10.5pt.
Proportions
Kiss Banderoles: 4.1mm height - 175mm width
Conical Banderoles: 7.1mm height - 170mm width
Pick Up FOP: 7mm height - 40mm width
Placement
It is generally located at the lower area of the pack with the exception of the pick-up which is located on the left-hand side of pack.
Fruit Colors
For very light flavored tags it is necessary to move the color of the text from White to Brown (C21 M79 Y82 K37) in order to have more contrast from the background.
These values are meant for 39L printers’ profile and might need to be adjusted in repro for the selected printer.
Fibre & Cereals Colors
Use natural colours consistent with the products.
Ensure they are always well differentiated and not too different from today to facilitate shopper navigation.
These values are meant for 39L printers’ profile and might need to be adjusted in repro for the selected printer.
Flavoured colors
Use natural colours consistent with the products.
Ensure they are always well differentiated and not too different from today to facilitate shopper navigation.
These values are meant for 39L printers’ profile and might need to be adjusted in repro for the selected printer.
Fruit drinks
Use natural colours consistent with the products.
Ensure they are always well differentiated and not too different from today to facilitate shopper navigation.
These values are meant for 39L printers’ profile and might need to be adjusted in repro for the selected printer.
Font
The font for all the flavor tags and descriptors above is Gotham Bold.
Font sizes
Kiss Banderoles: 8 pt
Kiss Lids: 8,3 pt
Pick Up: 8,3 pt
Placement
Newness tags are placed on the upper-right area of every format.
Color
The background color of the bands is a simulation of gold. The typography is a 55% of black overprinting the New Activia Green 2022.
These guidelines can be used for any kind of newness (new flavor, new recipe, new design,…).
The new tag mentions the new and improved recipe of each product on every format. Needs to appear in top of pack to ensure transparency for heavy consumers as recipe will be changing.
Font
The font for all the flavor tags and descriptors above is Gotham Bold.
Font sizes
Kiss Lids: New Recipe 11 pt. – Smoother texture 5,8 pt
Proportions
Kiss Lid: 12 mm height – 44,4 mm width
Placement
Newness tags is placed on the upper-right lid.
Color
The background color of the bands is the New Activia Green 2022 and the typography is on white.
Those guidelines can be used for any kind of newness (new flavor, new recipe, new design,…).
Location
The band grows from the center in both directions: upward occupying a part of the brand lock-up and downward occupying a part of the white mass. There is an exception for Kiss format banderoles that only grows downwards due to brand lock up restrictions.
Proportions
For each different pickup format, the Range band occupies approximately the 10% of the pack. There are also some examples included of how the 0% range can be adapted to different formats and sizes.
The range differentiation is made by 2 devides: the band and the stamp. Those 3 devices allow an easy range navigation with a strong impact on shelf. With pickup: the band is used in the front and in the back. Without pickup: the band is used when possible and a stamp should appear on all pots in the front.
Band
The band follows the brand’s lockup curve. - Pickup: The band holds the copy text inside the band for front and top of pickups. For back of pack there’s no copy since the information is included on the storytelling. - Banderoles: For banderoles the band also follows the brand’s lockup curve. However, there is no text inside as we have the blue tag underneath with all the information
Lids
- Lids: For the lids we have a half-circumference in the upper part of the second lid with visual. Above the color stain we have the text of the range.
Typographies
The typography for all copies is in Gotham Bold while the 0 itself is in Gotham Narrow to gain height.
Blue Tag
The tag plays a key role to convey the 0% message to consumers. We have a blue tag for the conical and kiss banderoles to visually communicate that it’s a 0% range and to make more impact on the shelf through a lot of blue stain.
The blue tag hangs from the brand without touching the flavour label. The ends of the blue tag are rounded. This tag should appear on both branded and visual pots to gain consistency on the shelf. It has a size of 17 mm x 11 mm It is made of the same colours: 65% Cyan and White.
For any dual range, the device used for the range differentiation may remain the same as the 0% strawberry design. Indeed, for a kiss the differentiation should be shown by the band and the tag. Here you will see the example of the dual range “0% Fat” and “Lactose free”.
It is important that in your design there is a clear hierarchy between claims. Therefore, the range of higher importance should be taking more space. In this example in terms of hierarchy “0 Fat” > “Lactose free”.
The amount of color for each range (on the elements dedicated for range differentiation) is up to the local team.
All dual range design should be co-built with Global teams.
3 Stamp reinforces the essential benefits of consuming Activia products.
Blue Tag
The font for the 3 Stamp is the Gotham Bold. The 3 itself, is a custom graphic design element.
Placement
The 3 Stamp is placed on each main format to provide visibility. It’s always placed where the visual depiction goes, on white mass.
Proportions
Kiss Banderoles: 25,3 mm height – 30,4 mm width
Kiss Lid: 32 mm height – 38,4 mm width
Conical Banderoles: 37,5 mm height – 44,8 mm width
Pick Up FOP: 38,1 mm height – 45,8 mm width
Color
The background color is a simulation of gold. The typography is the New Activia Green 2022 The “3” it’s composed by three shades: · New Green Activia 2022 · 22% of Black overprinting the New Green Activia 2022 · 55% of Black overprinting the New Green Activia 2022
Those guidelines can be used for any other superiorityclaim (not necessarily the “3” from Iris).
To note that, when the product doesn't have pick up the 3 stamp should still appear FOP. If the stamp is clashing with the fruit depiction, it is possible to move it so on the FOP only the 3 of the stamp is visible.
Main icon
The main icon consists of a round- shaped stamp with the illustration of a yogurt pot in the middle. A diversity of ingredients represents the fiber that contains the yogurt and shows a check mark on its front
Colors
Use of flat colors to highlight the icon, still in line with the category codes though.
Isolated Icon
The icon can be used isolated when the text “Daily recommended fiber intake” is specified outside the stamp. It can also be combined with other messages or icons.
*Legal disclaimer This stamp needs to always be accompanied by a claim describing the exact RDA percentage of fibers the consumption of this product represents and a local source as a reference. For example; “*The recommended daily fibre intake is 30g (ANSES 2016). This Activia is a source of fibre.”
Languages
Practical tool
The stamp works as a flexible and practical tool, it can be easily applied to any format. It is also easy to use for any language as it can be adapted to the message no matter the length.
Minimum size
The minimum size of the icon is 20 mm while the text must be at least 5,5 pt.
Application across touchpoints
MAIN ICON: Some examples applying the stamp across different touchpoints. On pack, it can overlap the white mass but not the fruit cereals depiction, when possible. It’s essential to keep on a clear aesthetic.
ISOLATED ICON: We can simplify the stamp and use the isolated icon as a dynamic or static visual.
USES: It is the key element in the storytelling. . If it is combined with other icons of Activia’s visual identity. . It can have movement as in digital media animations.
Colors
Depending on the color background, the icon can be applied according to different color criteria.
Green color: on white backgrounds
White color: on green backgrounds
Brown color: to reinforce the role of the visual into the storytelling.
1) Do use the Masterfiles provided by Global team.
2) Do not use a different fruit depiction.
3) Do not remove any element from FIX or FLEX categories.
4) Do not use a different range differenciator.
5) Do not extend the Iris design to a category not aligned with Global team.
6) Do not use a different design of the 3 stamp.
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