Ketchum and Actimel have teamed up with pop sensation, Gabrielle, to provide the nation with some much-needed positivity this New Year, through an impromptu performance of her smash hit song “Sunshine”.
As part of the surprise set for morning commuters at London Waterloo Station, Gabrielle performed fan favourites – including Thank You, When A Woman, Sunshine, Rise, Out Of Reach and Dreams – to hundreds of spellbound onlookers returning to work for the first full week this year.
In-keeping with the brand’s mission to encourage Brits to proactively support their immune system in winter*, commuters were given free bottles of Actimel Plus to enjoy throughout Gabrielle’s performance.
The stunt follows research undertaken by Actimel which reveals that around two thirds of Brits (65%) look for pick-me-ups just to get through January, as despite the best of intentions, the nation fails to get off to the most positive start each New Year.
Over half the nation (53%) agree January is the bleakest month of the year, with those saying this is due to long dark days (62%), the chore of taking decorations down (23%), concerns towards higher chances of getting ill (28%), and the absence of decent amounts of sunshine (52%).
In fact, 39% of Brits report experiencing a low mood more frequently in the winter months in comparison to summer months.
As well as combatting the bleakness of the New Year, in January, when the days are dark and cold, people’s immune systems can be challenged. In fact, almost half the nation (44%) say they believe their immune system is low and needing support in January, with one in three (32%) Brits say they believe they become ill more frequently in winter from colds in comparison to summer.
To educate consumers on how to adjust their routine to help support their immune system in winter, the campaign is backed by top immunologist Dr Jenna Macciochi, who promotes the benefits of incorporating little daily habits as a sustainable way to do so.
Dr Jenna Macciochi states “it can be more difficult for people’s bodies to make enough Vitamin D from sunlight as the winter sun doesn’t always have enough of the UVB component that is essential for Vitamin D synthesis.” This is made even more challenging when 48% admit they want to stay indoors more in winter due to the darker and colder days.
While Brits spend an average of seven hours and 13 minutes outside per week in summer, in the winter months, people are venturing outside for just four hours and 16 minutes – that’s just 37 minutes per day!**
Tom Hickton, category manager at Danone UK & Ireland said: “We wanted to help brighten and add some much needed ‘Sunshine’ to the morning commute with many returning to work for the first full week at work after the festive break. In January, when the days are dark and cold, our immune system can be challenged. So there’s no better time for people to pick up an Actimel Plus which provides 100% of the reference intake of Vitamin D to help support the normal function of the immune system.*”
Faye Bell, director at Ketchum: “Many of us can relate to a needing a pick-me-up in January after they joy of the festive season, so we were eager to work with Actimel to give London commuters some sunshine this New Year! In partnership with Gabrielle, our campaign shines a spotlight on how many of us will need to support our immune system in the winter months.”
To learn more about how to support your immune system please visit: https://www.actimel.co.uk/
