Passion Paints the History of Yakult with Wonderfully Animated Spot

Yakult U.S.A. Inc., a subsidiary of Yakult Honsha Co., Ltd., is undertaking a new fully integrated campaign in the US via digital agency Piston. The campaign includes TV, online video, in-store, social and digital creative, as well as digital media buying.

The TV is part an effort to expand Yakult's brand presence and awareness in the U.S. market and to further solidify it’s positioning as the probiotic of choice in North America.

Yakult’s partnership with Piston follows the international brand’s success amidst rapid growth in the U.S. probiotic market and the opening of Yakult’s first U.S. plant this spring. Currently Yakult’s beverages are available in six states in the U.S., including California, Nevada, Arizona, Texas, Colorado, Utah and New Mexico. The collaborative efforts are expected to boost sales to levels that will lead to expansion in other regions in the U.S.

As the TV shows, reaching out to nutrition conscious mothers and health strivers, specifically 25-54 year old men and women who maintain a healthy lifestyle, the campaign pays homage to the brand’s 80-year history and its founder Dr. Minoru Shirota—after whom the good bacteria in Yakult and Yakult Light, “L. casei Shirota,” is named.

Themed “Forever Yakult,” the integrated awareness campaign, uses animation in TV, as well as in online video and social media. Additional cross-channel work will be executed for in-store point of sale materials.