Shakira plus a good cause works wonders for Danone

Well here it is then, the world’s most shared video according to someone or other with 280m YouTube hits as a bonus. Shakira for the UN’s World Food Programme, sponsored by Danone’s Activia yogurt.

What can you say? Well done Danone.

Shakira’s charms are a bit lost on me but this is dangerous territory – it’s far too easy to sound like your parents.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.