In Spain, at least while I was studying there, Activia was marketed as a sexual supplement to men. Most TV ads for the product featured a semi-burly man (celebrity?) talking about his preference for Activia until a woman-in-the-back-room beckons for him. The man turns back, then looks to his goods and smiles for the camera. His last words: "Activia. Activiate." Literally and suggestively, "Activate yourself."

Need I say that the yogurt was very popular there?

Actimel, unlike Activia, was a shot of yogurt, much like the shots of "energy" or "vitamin C" that are stocked by the cashier in 7-11's.

Of course it's all a scam, and of course the ads exploit gender prescriptions and common insecurities. Old news.

If women were allowed to feel comfortable with healthy weight levels and if men were allowed to exhibit less than surging sexual overdrives, (or admit that they're gay -- not sayin', just sayin') whole industries would collapse.