Yakult has just launched its 2024 ad campaign that aims to re-establish the iconic brand as the country’s superior probiotic drink amidst the increasing number of new ready-to-drink probiotic brands competing in the market today.
Yakult has been well-loved by generations of Filipinos ever since the brand was introduced in 1978. Leveraging on this powerful legacy and the proven properties of Yakult to strengthen its position as the top-of-mind brand among Filipinos who want a healthy drink that will help protect their digestive system.
The ad campaign has for its hero material a 30-seconder TV commercial and digital video done in tandem with Catalytx Advertising Inc, which is the brand’s long-time advertising partner. The material shows a mother-and-son tandem enjoying the drink knowing that it will help them have good gut health. The mom and kid interaction is then followed by a creative depiction of how Yakult protects one’s intestinal health.
For this campaign, Yakult partnered with Touch XDA Inc. to craft the media strategy that will meet the brand’s goals of relaunching the brand especially to millennial parents and working individuals, as well as to Gen Z students and young professionals.
Filipinos have been enjoying Yakult for its healthy properties for over 45 years now, and the relaunch campaign seeks to remind the younger generation that ‘Nothing beats the OG’ as the leading and most trusted probiotic brand. After all, the brand remains as the only probiotic drink with 8 billion Live Lacticaseibacillus paracasei strain Shirota (LcS) in every bottle. This is known to help balance good and bad bacteria in the intestines, improve digestion, and boost immunity, that is, with proper diet and exercise.
Media launch for the new campaign aims to reignite awareness through reach-generating media platforms, as well as encourage word of mouth through activities and media entities’ initiatives. These have so far included national TV placements on top-rating and relevant programs that cater to family, youth and working class; and Premier Volleyball League partnership, where the brand sponsors a popular league throughout the conference via TVC spots, on-ground execution, among others.
Touch XDA’s media plan for the Yakult relaunch campaign has also been laid out going into the sustaining phase of the campaign. The agency is set to implement more media amplifications in the coming months, so watch out for these.
