Activia is one of the most popular digestive regulators in the market, a position achieved by the absolute quality of the product and years of mass communication, mainly focused on TV.Our challenge was to broaden the scope of communication, selling these same qualities to a younger audience, a group more attuned to new technologies and consumer of the new media.The solution was to use the iPad, in a fun and interactive way. When 'leafing through' their digital magazine, the reader came across 8 icons, similar to those used in any app, but food icons, ready to be deleted. It was an invitation to the consumer to quickly and easily get rid of that 'discomfort': a little demonstration of Activia qualities.