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Manila Bulletin devider Lifestyle devider Food devider Yakult launches 2024 ad campaign targeting millennials and Gen Z

Yakult launches 2024 ad campaign targeting millennials and Gen Z

Published Sep 11, 2024 01:46 am

Yakult Press Release Photo.jpg

Yakult has launched its 2024 ad campaign, aiming to re-establish the iconic brand as the country's top probiotic drink amidst the growing competition in the ready-to-drink probiotic market.

Loved by generations of Filipinos since its introduction in 1978, Yakult is leveraging this legacy and its proven digestive benefits to reinforce its position as the leading probiotic drink among health-conscious Filipinos.

The campaign’s centerpiece is a 30-second TV commercial and digital video created in collaboration with Catalytx Advertising Inc., Yakult’s 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. You can watch Yakult's "Live" TV commercial on Yakult Philippines' YouTube channel.

For the campaign, Yakult partnered with Touch XDA Inc. to develop a media strategy targeting millennial parents, working individuals, Gen Z students, and young professionals.

For over 45 years, 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.

Touch XDA, a local media agency in the Philippines, offers a range of media and activation solutions. Its Experience Design Architects (XDAs) create purposeful and simple consumer experiences in today’s complex experience economy.

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