Yakult has announced the launch of its brand-new pan-European “My Yakult” campaign, which will reach millions of customers across the continent, including the UK and Republic of Ireland. The campaign will raise awareness that Yakult’s friendly bacteria increases bacteria in the gut, by tapping into global phenomenon and early internet viral video, the Numa Numa song by Moldovan popsters O-Zone.
Launching on 4 September, the new campaign sees the lyrics of the chorus of the well-known tune; “Ma-i-a hi, Ma-i-a hu, Ma-i-a ho, Ma-i-a ha-ha”, changed to “My Yakult, My Yakult, My Yakult, friendly bacteria”, in order to highlight the benefits of the product to consumers and the big difference that each little bottle of Yakult can make to their daily lives.
The 360-degree campaign will provide a number of touch points to maximise reach including TV ads, radio ads, OOH advertising, social media and PR activity. The campaign, which will be implemented across Europe, also includes in-store and shopper marketing activity.
Each creative will show a consumer enjoying a bottle of Yakult and then bursting into the “My Yakult” tune, or the words “friendly bacteria” alongside bottles of Yakult or a joyful consumer.
Versions of the creative have been developed for each of the brand’s three products – Yakult Original, Yakult Balance and Yakult Plus.
“With interest in gut health continuing to grow, it’s crucial we continue to raise awareness of Yakult’s friendly bacteria, the fact that it is scientifically proven to reach the gut alive and increase the bacteria in the gut – amongst our target audience,” said Hiroaki Yoshimura, MD for Yakult UK & Ireland. “Our new ‘My Yakult’ creative clearly shows the joy and feel good that each little bottle can bring to consumers’ every day. By tapping into a song which is so well-known and loved, we hope it makes the benefits of the product just as memorable.”