And yet it is these attributes and the reasons behind them that make Yakult unique. These attributes are Yakult's defining characteristics. Our campaign celebrates these distinctive qualities in a down-to-earth, genuine, simple, Yakulty way by demonstrating that Yakult only focus on what's important - getting the right bacteria in the right way to do the job - rather than fiddling with gimmicky flavours or packaging.
Problem
Yakult is an iconic brand that has been the global leader in probiotics since it launched 70 years ago. It established the probiotic market in the UK when it launched here in 1996, and since then the market has seen phenomenal growth with a host of new brands entering the fray most noticeably from traditional dairy companies such as Danone and Muller. With their mixture of bright packaging, multiple flavours and constant price promotions, over the past few years these new brands have come to dominate the market. Consumers have come to regard Yakult as an odd product by comparison: its smaller than the others, you can see the pinkish-brown liquid through the plain, transparent bottle, and it has an unusual, indefinable taste.
Result
Initial results saw a 20% sales increase within four weeks of campaign launch. The integrated campaign incorporated TV, press, DM, trade marketing and a redesign of Yakult's website.