Yakult's New TV Ad Campaign Hits the U.S. Market

This week Yakult U.S.A. Inc. announces the launch of a new TV advertising campaign for its signature probiotic product Yakult(R) and introduces its new tagline “Change begins small.(TM)” The campaign consists of four 15-second ad spots that combine complex computer graphic images with live action footage. Created by the Los Angeles-based ad agency Ys and Partners, Inc., each commercial has a unique message that is clear and easy for audiences to digest and is supported by entertaining CG effects. The campaign plays up Yakult’s distinctive bottle shape and small size, which are its defining features. “Defenses,” “Balance,” “Longevity,” and “Strength in Numbers” spots will run simultaneously in California and Nevada, while a similar campaign will air in the Hispanic market. Yakult is currently available for sale in major grocery stores in these states.

“The challenge in today’s marketplace is creating a fun and exciting atmosphere around healthy products,” says Ms. Ayako Yuki, Vice President of Ys and Partners. “For this ad campaign we unite Yakult’s health and wellness message with a light-hearted innovative approach that people of all ages will enjoy.”

The core messages of the current campaign focus on the benefits of drinking Yakult regularly, namely, boosting the body’s natural defenses and balancing the digestive system. It also highlights Yakult’s strength in numbers with around 8 billion probiotics per bottle, and the idea that a balanced digestive system may lead to a healthier, more active life. This is the second TV ad campaign Yakult has run in the U.S. The previous ad campaign received a marketing award from the International Dairy Foods Association in March 2008. Last week, this former TV campaign aired for the first time in Arizona to coincide with the region’s recent product launch.

Yakult is the world’s leading probiotic beverage sold in 32 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.

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