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Following the commercial success of Yakult’s 2016 TTL campaign, ‘Science not Magic’, the Japanese fermented milk drink brand is back with the next epic instalment.
The 30” TVC opens on a mystical place of wonder located on a floating island paradise, as a circle of devoted followers are met by a red-dressed heroine holding an ancient, over-sized bottle of Yakult.
The numerous magical rituals that are purported to create Yakult are described by a first voiceover; from an ‘ancient shuffle’ to a ‘mystical hand swirl’, they supposedly all help to awaken the spirits of the beautiful gut.
The actions stir up a magical whirlwind which, before reaching full momentum, is frozen by a second straight-talking voiceover which imparts that Yakult isn’t the result of a magical ritual but is actually developed by Japanese scientists. The revelation pulls the rug on the mystical tale and the whirlwind disappears. A hand illustrated end frame animates on screen to show the iconic Yakult bottle and the super ‘A Little Bottle of Science (not Magic)’; the traditional painted style linking to the wider print, social and digital creative, also launching in September.
The 360° campaign, supported by TV, Print, Social, Outdoor and Radio, was created by Quiet Storm and continues to dispel myths surrounding Yakult’s creation, reinforcing in the narrative that Yakult is ‘A Little Bottle of Science (not magic)’.
As consumers are becoming increasingly educated about the products they are loyal to and include in their daily routines, the need to communicate Yakult’s unique live bacteria and the amazing amount of science behind the little bottle has been of central importance to inform purchase decisions.
The distinctive ‘epic’ feel of the creative has allowed for better cut through and enabled Yakult to extend their Japanese heritage and scientific credentials by making science relevant, engaging and fun. The new campaign will help further build upon Yakult’s science-based offering, boosting confidence in the minds of consumers
In a competitive category, Yakult enjoyed an overall sales increase in 2017; with the previous Science Not Magic campaign helping to grow brand awareness and reach, through a broader range of channels, which helped to drive new customers to the brand.
Reshma Patel, Marketing Manager at Yakult UK, said: “Our strategy is to raise awareness of Yakult’s science positioning, heritage and product qualities which are unique to the brand. We aim to encourage new consumers to join loyal Yakult drinkers and continue to grow the business by strengthening our distinctive brand personality within the category. The campaign created by Quiet Storm not only delivers on message, but does this in an engaging and entertaining way which will help encourage consumers to find out more about the product and reaffirm that Yakult is about science, not magic”.
Laurence Quinn, Creative Director at Quiet Storm, said: “In this latest campaign we have taken the ridiculous nature of the magical myths to a whole other level. We have Yakult being conjured in many different ways, from using ‘Mystical bubbles of glory’ to inside a ‘Floating island of wonder’. The campaign is a mix of mystical beauty from the Far East contrasted with no nonsense science. Hopefully people will be left with a smile and the reassurance that Yakult is an amazing little bottle packed with unique bacteria.”
The campaign will run across TV, online, print, digital and radio across the UK and Ireland from September 3rd.
Creative Directors Matthew Mifsud, Laurence Quinn
Planner Jon Howard
Art Director Matthew Mifsud
Copywriter Laurence Quinn
Account Director Miles McWilliam
Agency Producer Elin Tiberg
Director/ Production Co Tim Brown
Producer Elin Tiberg
Editor David Owen
Post Production Coffee and TV
Sound Design Wave
DoP Mark Patten
Media planning/buying Hearts & Science
Yakult was founded by the Japanese scientist Dr Shirota, who in the 1930s selected and cultivated Lactobacillus casei Shirota, a unique strain of bacteria that is scientifically proven to reach the gut alive. Every bottle of Yakult contains at least 6.5 billion Lactobacillus casei Shirota. Every day, more than 39 million Yakult products are consumed in 38 countries and regions around the world. There are two products available in the UK and Ireland, Yakult and Yakult Light - the reduced sugar and lower calorie option. Both products are gluten free, fat free and suitable for vegetarians.
For more information, follow Yakult on Facebook @yakultUKIE or visit www.yakult.co.uk.