Activia: A mystery wrapped in an enema


Activia yogurt’s latest sales pitch:

Enjoying Activia twice a day for two weeks as part of a balanced diet and healthy lifestyle may help reduce the frequency of minor digestive discomfort, which includes bloating, gas, rumbling, and abdominal discomfort.

“Twice a day”. “May help”. “Minor discomfort”.  And a partnership with goop, so you know it’s Certified Nebulous.  It’s a long way from their original enticement, which the FTC forced them to change and pay a 21 million dollar fine for deceptive advertising:

“Why should I Switch to Activia? If you have ever suffered from even occasional irregularity, then you should try Activia. Only delicious Activia has the exclusive culture Bifidus Regularis and is clinically proven to help with slow intestinal transit when eaten every day for two weeks, as part of a balanced diet and healthy lifestyle.

That was the baffling value prop, that Activa relieves constipation in only two weeks…only two weeks… only two weeks to wait for constipation relief….

Pass.  Give me the Fleet with real blueberries, An Enema of the People. (sorry Henrik).


Spree VR – Our Latest Naming Work

Spree is the first provider of family friendly free-roam VR!

Named Holodeck VR when they engaged us, they had a name borrowed from Star Trek. It gave the false impression that they specialized in sci-fi VR experiences, and presented trademark issues in parts of the world. A further concern was that other VR companies and the press were using the term ‘holodeck’ generically.

They hired Igor to find a new name that was active, exciting, memorable, genre neutral, and available to trademark worldwide.