Take the Activia Challenge Today!

It seems like every other ad on television now is for some celebrity-backed fiber-rich food substance guaranteed to get you going, literally. Why is it that fiber is suddenly in the spot light and celebrities like Jamie Lee Curtis have proudly taken on the role of primary spokesperson? The answer reflects several converging trends in today's food culture.

First off, we are a fatty, greasy, extra-cheese loving population, but unfortunately those staples aside from lacking any real nutritional value also lack the ingredients necessary to pass them properly. At the same time more and more studies are revealing that many of our health problems may be linked to dysfunctional digestive systems. Toxins are being over absorbed and fatty foods simply do not move well with out the help of insoluble fiber. The increased incidence of colon cancer can be directly linked to a diet high in fatty foods. Therefore we are witnessing one of the great evolutionary realizations in human behavior, what goes in must come out!

However, awareness doesn't always lead to action. Poop is still a touchy subject for some people. The question becomes, how do we capitalize on infrequent BMs without inflicting disgust and embarrassment on to our customers? Answer: CELEBRITY SPOKESPERSON!

The Dannon Company, the makers of Activia and other health-smart dairy products, chose women over the age of 50 as the target audience for their fiber-rich yogurts, shakes and snack bars and needed a celebrity to match:

Brooke Shields - not old enough...yet
Patricia Richardson - who?
Betty White - too old, PetMeds rep
Meryl Streep - not hot enough
Demi Moore - too hot (also not yet 50)
Sharon Stone - crazy
Jamie Lee Curtis - took her top off in some movies like 30 years ago + spunky silvered hair + still skinny = PERFECT!

By signing on a famous, gracefully aging celebrity, Dannon has been able to de-stigmatize digestive health and remind Americans that everyone poops - and should more often - now thanks to fiber-rich foods, WE CAN!