Activia, the probiotic yogurt brand, will launch a campaign today that replaces spokeswoman Jamie Lee Curtis with a trio of endorsers chosen to broaden the yogurt's appeal: retired boxer Laila Ali, singer and actress Reba McEntire and TV host Dr. Travis Stork. The campaign is led by Y&R Spain with an estimated budget of $35 million and will include TV spots, a Twitter feed, a new song and the "Activia tummies. Happy people" slogan.

Related Summaries