Yakult U.S.A. Inc. is unveiling its new “Love Your Insides.(TM)” campaign for its signature probiotic drink, Yakult, which sells in major retailers primarily on the West Coast.
The probiotic drink maker will kick off this week in 29 major designated marketing areas with a TV spot called “True Love” and will air in both English and Spanish. Both versions of the commercials are formatted as 30 and 15 second spots and will be supported by a mix of radio (Hispanic only), online, print collateral and redesign of yakultusa.com website. The campaign, which is the brainchild of El Segundo, CA-based Siltanen & Partners Agency (S&P), will introduce consumers to a lovable new brand icon in the form of a cuddly digestive system.
“As a company, one of our key missions is to help improve peoples health by educating them about the benefits of probiotics,” says Mr. Teruo Tabuchi, executive vice president and COO of Yakult U.S.A. “We think that this campaign relays our message in a new, impactful way that we hope will make everybody smile.”
“Research shows that while most Americans have heard about probiotics, they are not aware of their digestive health benefits,” stated S&Ps chairman and chief creative officer Rob Siltanen. “We specifically designed this campaign to help educate people about Yakult in a way that is as fun and flavorful as the product itself.”
While Yakult is currently celebrating its 75th anniversary and more than 28 million bottles are enjoyed daily around the world, the shot-sized probiotic powerhouse was officially launched in the U.S. market in 2007. Official sales territories include California, Nevada, Arizona, Texas, Colorado and New Mexico, though smaller specialty grocers carry the product across the country and in Canada.
S&P was chosen earlier this year to help build greater brand awareness and teach consumers about the benefits of probiotics and a healthy digestive system in its current markets. It is a full-service advertising and idea known for creating famous, iconographic advertising.