Danone Fights Damaging Viral Slurs in Argentina

In Response, Actimel Yogurt Creates Its Own Rumor Machine to Spread Playful Lies

BUENOS AIRES (AdAge.com) -- Danone countered a vicious viral attack on its Actimel yogurt brand in Argentina by fighting rumors with -- other rumors. As marketers struggle to find new ways to protect their brands from social media onslaughts, Danone is re-writing the playbook with its Creator of Rumors (Creador de Rumores) digital effort.

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