Danone is launching a new advertising campaign for its Actimel drinking yoghurt called Bring It On.

The £2.6m campaign will include national TV ads, starting this week and running for nine weeks, as well as outdoor advertising and digital media activity. The ads would "inspire the public to take on everyday challenges with an air of resilience", said senior brand manager Rob Bayne.

Last April, Danone withdrew applications for health claims for Actimel, claiming it feared they would be rejected by the EFSA.