"Worldwide, we notice that any time we use famous people for fat-free yogurt we see big results," says Thierry Houillon, president-CEO of Danone's Canadian operation.
TV creative now running from Young & Rubicam, Montreal, shows Ms. Crawford finishing her gym workout then enjoying a Silhouette yogurt, which viewers hear is "100% taste" even though it's fat-free.
It's Silhouette's biggest Canadian campaign in 10 years. Spending is roughly $2.8 million for the eight-week effort, which Mr. Houillon expects will drive yogurt sales up by as much as 18 percent over the course of the year.
Danone's Silhouette enjoys a leading 35 percent share of Canada's fat-free yogurt market, which is growing at about 15 percent a year, faster than its regular counterpart.
Similar efforts for Silhouette last year in Quebec featured one of the province's best-known female comedians and boosted sales of the fat-free yogurt by 45 percent four weeks after the campaign.
Copyright February 2001, Crain Communications Inc.