Yakult wants you to know it is made by Japanese scientists in new campaign

Yakult is today launching a £4m TV campaign to highlight its scientific credentials and Japanese heritage.

The campaign, created and produced by Quiet Storm, pokes fun at the tropes of spirituality, wellness and alternative therapies.

Consisting of a series of spots between five and 30 seconds, each version starts with dreamlike music, with a soft voice describing a false fact about Yakult – such as it being "made from the mystical tears of the sacred mountain deer".

This is followed by the sound of a record scratching, at which point a new voice comes in and tells the truth: the product was invented in a lab by Japanese scientists.

The campaign was created by Ruby Norman-Curran and Florence Deary and directed by Trevor Robinson through Quiet Storm.

Yakult will hope the campaign helps close the sales gap with its two main competitors in the yoghurt drinks category: Actimel, which has sales more than four times higher than Yakult, and Benecol, sales of which are about twice as high as Yakult. In the year to last October, both of those brands were in growth, while Yakult's sales were flat, according to Nielsen.

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