Yakult goes for new consumers with cdp-travisully TV campaign

Yakult is attempting to capture new consumers aged between 20 and 35 with a TV campaign launched this week by cdp-travissully.

The campaign aims to encouraging non-users to try the Japanese health drink. The company's strategy is to portray the bacteria as friendly creatures working in harmony with the human body.

"Dinner party

shows a woman turning up late to a gathering, where she is placed next to an intense-looking man. Keen to find some common ground, she asks what his interests are, and he tells her about his love of bacteria and talks about the benefits of Yakult. A few days later, she surprises a friend by explaining how the drink tops up the body's supply of "friendly bacteria".

The 30-second ad was written and art directed by the cdp-travissully creative director Gill Sully and directed by Carl Prechezer through 2am Films.

The ad will run on all terrestrial channels, as well as GMTV in the north of England and Scotland, throughout May, breaking in the south in August.

Media planning was done in-house, with the regional roll-out concentrating on the north, where Yakult's sales are weakest. Buying was handled by the sister Dentsu shop CDP Media.

The campaign comes as Yakult, launched in the UK in 1995 by cdp-travissully, defends its top position in an increasingly competitive market. Together with its main rival, Danone's Actimel brand, Yakult faces competition from brands launched by Muller and St Ivel. The brand was originally launched in Japan in 1935.

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