Yakult has launched its 2024 ad campaign in the Philippines as it seeks to re-establish its brand as the top probiotic drink in the country amidst stiff competition in the market.
Yakult is using the campaign to strengthen on its proven digestive benefits and reinforce its position as the leading player with the longest history in the market.
The campaign revolves around a 30-second TV commercial and digital video created in collaboration with Catalytx Advertising Inc., Yakult’ long-time advertising partner. The ad shows a mother and son enjoying the drink, followed by a creative depiction of how Yakult supports intestinal health.
Yakult also partnered with Touch XDA Inc. to develop a media strategy in the campaign targeting millennial parents, working individuals, Gen Z students, and young professionals.
Since 1978, Filipinos have trusted Yakult for its health benefits. This campaign aims to remind younger generations that ‘Nothing beats the OG’, positioning Yakult as the most trusted probiotic drink. Each bottle contains 8 billion Live Lactobacillus paracasei strain Shirota (LcS), which helps balance good and bad bacteria in the intestines, improve digestion, and boost immunity when paired with a proper diet and exercise.
The media launch seeks to reignite awareness through broad-reaching platforms and word-of-mouth promotion. So far, this has included national TV placements on top-rated family, youth, and working-class programs, as well as a partnership with the Premier Volleyball League, featuring TV spots and on-ground activations.
Touch XDA’s media plan for Yakult will extend into the next phase, with additional media amplifications in the coming months.
