Just like men, women have the potential to perform well in every aspect of life. If given a chance and allowed to express their feelings and abilities without external or internal criticism, women can do amazing things. However, over the years, inner critic has been one of the key obstacles hindering women from achieving their full potential. If women manage to overcome their self-doubts, they will unlock their abilities and achieve their full potential. The need to ignite conversations and help women overcome the inner critic led Activia to start its campaign 'It Starts Inside' in 2017 . In that regard, the paper analyzes the impact of the 'It Starts Inside' ad.
Activia launched the 'It Starts Inside' campaign on 21 st February 2017. The campaign was launched against the backdrop of a study, which had established that more than 78% of women in the United States, ranging from 24 years to 55 years, were their own worst critics (Dannon Company, 2017). The campaign aimed at sparking conversations and inspiring women to attain their full potential by encouraging them to rise above their fears. The video ad was one of the most popular because it offered an exceptional means to engage consumers more intensely. Moreover, the ad's creators were cognizant of the changing technology landscape, which explains the mobile twist. Through the ad, Activia was tapping into fame with a new campaign concentrating on women's empowerment. According to the ad, women can overcome self-criticism and focus on unleashing their potential to achieve whatever they want (Parisi, 2017). In other words, the ad is grounded on the belief that while women may have the ability to overcome obstacles, they may not be aware that they are their own worst critics.
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The ad was effective because it managed to appeal to the viewers' emotions in an attempt to create an understanding and change perceptions of Activia as not just a simple product but a platform to assist women to feel better inside and outside (Parisi, 2017). In other words, the ad combines the health benefits of yogurt with a rallying cry, 'It Starts Inside,' thus helping women to feel good. Activia prided itself on calling for women's empowerment and pushing back against the unjust expectations placed upon women by society. In reality, the video presents interviews with the women being told to remember occasions of doubt and difficulties they have encountered either from others or their own experiences. The ad was meant to enable women to feel and understand that they are not supposed to allow self-criticism to bring them down and that self-assurance and empowerment begin from the inside (Parisi, 2017). Moreover, the ad's title complemented yogurt's probiotic nature, which promotes a healthy body. Activia made the campaign a success by using candid interviews with real women who talked about their encounters with self-doubt and their willpower and strength to attain their objectives. A good example of audience-centric marketing at work used in the ad is where individuals are at the center of the message Don't tell me I can't video (Marcarelli, 2017). Real women talking about their life experiences made the ad effective as it managed to appeal to its targeted audience's emotions and encourage them to be self-confident.
In conclusion, Activia attempted to bring to the fore a pervasive problem preventing women from attaining their full potential not only in the United States but across the world. The ad successfully appeals to all women by showing them that they can rise above their inner critic and attain their full potential the same way the women interviewed in the ad did. Therefore, the 'It Starts inside' ad was a success as its impact can be felt up to now.
References
Dannon Company, (2017). Activia spotlights the strength of women with new 'it starts inside' campaign: Leading probiotic yogurt calls on women to unleash their best potential . White Plains: New York. Accessed on 10 th May 2021from https://www.prnewswire.com/news-releases/activia-spotlights-the-strength-of-women-with-new-it-starts-inside-campaign-300410646.html
Marcarelli, R. (2017). Activia launches it starts inside campaign . Accessed on May 10, 2021 from https://www.winsightgrocerybusiness.com/products/activia-launches-it-starts-inside-campaign
Parisi, D. (2017). Activia's latest social video campaign offers empowering message for women. Accessed on May 10, 2021, from https://www.marketingdive.com/ex/mobilemarketer/cms/news/video/24536.html
