Activia and Shakira team up

Yogurt brand sponsors pop star's video that celebrates this year's FIFA World Cup

Danone yogurt brand Activia has sponsored Shakira’s latest video, “La La La (Brazil 2014),” a song that celebrates this year’s FIFA World Cup in Brazil. The partnership is in support of the UN’s anti-hunger group,World Food Programme.

Shakira, the Colombian singer behind the 2010 World Cup anthem “Waka Waka,” became a brand ambassador for Activia in March.

At the start of the “La La La” video a message reads “Shakira & Activia supporting World Food Programme,” followed by a short clip of two young soccer players with smiles drawn across their stomachs, which is a symbol of Activia’s commitment to digestive health. At the end of the video, viewers are invited to find out more on the partners’ websites and share the video through their social networks.

Aside from raising awareness about WFP’s work to tackle hunger, Shakira and Activia will be donating funds to support the WFP’s School Meals Programme, helping to deliver three million meals to children in developing countries.

“Activia is a global brand that believes in good nutrition for all, and Shakira has long been a supporter of education through the work of her Barefoot Foundation,” said Pauline Varga, VP of marketing at Boucherville, Que.-based Danone Canada. “Partnering with her to support the WFP’s School Meals Programme is a great fit for everyone involved.”

This article was first published in Marketing Magazine.

This ad will auto-close in 10 seconds