The “Love Your Insides” campaign is launched by Yakult U.S.A., Inc. for its new signature probiotic drink, Yakult, which sells in major retailers primarily on the West Coast. It 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 new brand icon in the form of a cuddly digestive system, says the company.
“As a company, one of our key missions is to help improve people’s health by educating them about the benefits of probiotics,” says Teruo Tabuchi, executive vice president and COO of Yakult U.S.A.
“Research shows that while most Americans have heard about probiotics, they are not aware of their digestive health benefits,” stated S&P’s 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.”
Yakult U.S.A. Inc. is headquartered in Torrance, CA and currently distributes Yakult, one of the leading probiotic beverages, in the U.S. and Canadian markets.
Yakult was created by microbiologist Dr. Minoru Shirota in 1935 in Japan to help people maintain good health. Yakult Honsha Co., Ltd. was established in Japan in 1955 and is a leading probiotics vendor.