Dannon's Activia yogurt is trading in Jamie Lee Curtis for Shakira.
The gyrating Colombian-born pop singer will star in what the brand is calling its "first-ever integrated global communication campaign" that will run in more than 50 countries beginning on Sunday. The effort, which includes the U.S., comes a few months after Activia parted ways with longtime spokeswoman Ms. Curtis, who had long touted the digestive benefits of the product in the states.
Activia is sticking with the digestive messaging. But the Shakira partnership looks to be an attempt to raise the sex appeal of the yogurt. The ad, which was filmed in Barcelona, shows the pop star in a "fantasy forest where she is showered with swirls of gold stardust and dances to express how good she feels inside," according to a description of the ad provided by Dannon. Behind-the-scenes footage of the ad shoot shows Shakira doing a few of her signature belly thrusts.
The campaign, called "Dare to Feel Good," is by Vinizius Young & Rubicam, Barcelona. The ad's soundtrack is a new song by Shakira called "Dare (La La La)" that is part of a new album set for release later this month.
"This new campaign demonstrates the connection between how you feel when your digestive system is working well and your overall well-being," Jeffrey Rothman, VP of marketing for The Dannon Co., said in a statement. "Like no one else in the world, Shakira's performance illustrates how feeling good on the inside can help you feel wonderful overall."
After parting ways with Ms. Curtis, Activia for most of 2014 in the U.S. has been running a campaign called "Activia Tummies. Happy People" that features three star endorsers: singer and actress Reba McEntire; celebrity health expert Travis Stork; and Laila Ali, a retired boxer and daughter of Muhammad Ali.
"The trio will continue to disseminate the brand's message throughout the year" in the U.S, Dannon said in a statement.
Activia, which was first launched in Europe in 1987, is the world's top-selling yogurt with 7% market share, according to Euromonitor International. The brand came to the U.S. in 2006, and as of 2013 ranks as the the fourth-largest yogurt in the states with 5.8% share, according to Euromonitor. That is below the brand's peak of 8.9% share in 2010.