Yakult U.S.A. Inc.’s new TV advertising campaign “Change begins small.(TM)” was selected as a gold winner in the 2008 MarCom Awards competition by the Association of Marketing and Communication Professionals (AMCP). The campaign plays up the probiotic dairy drink’s distinctive bottle shape and small size, which are its defining features. Each commercial within the 4-spot series is designed to highlight a different aspect of the health benefits to be gained from regular consumption of probiotics. Yakult’s current website also received an honorable mention in the competition. The MarCom Awards is an international creative competition that recognizes outstanding achievements by marketing and communication professionals and is perhaps the largest of its kind in the world. Yakult’s submissions were selected from among 5,000 entries.
“We are honored to have been chosen for the gold in the TV advertising campaign category,” says Jennifer Lim, Marketing Manager of Yakult U.S.A. Inc. “We believe the campaign has been successful in educating consumers about the benefits of probiotics.”
The award-winning TV campaign was created by the Irvine, CA-based agency Ys and Partners, Inc. .This is the second TV ad campaign Yakult has run in the U.S. since its major launch of its signature beverage in September 2007. The previous ad campaign received a marketing award from the International Dairy Foods Association earlier this year.
Yakult is the world’s leading probiotic beverage sold in more than 30 countries and regions around the world. Consumption of the petite probiotic dairy drink exceeds 25 million bottles daily. Yakult U.S.A. Inc., a subsidiary of Tokyo-based Yakult Honsha Co., Ltd., is headquartered in Torrance, CA. It supports Yakult’s business in the United States and Canada. Yakult was originally produced by microbiologist Dr. Minoru Shirota in 1935 in Japan. Scientists all over the world continue to confirm and expand knowledge regarding the benefits of probiotics and Yakult. Yakult Honsha Co., Ltd. was established in Japan in 1955 and is regarded as the world’s pioneer of probiotics.