In an innovative blend of music and marketing, Yakult, the renowned probiotic drink brand, has announced the launch of its latest campaign, ‘My Yakult’. Commencing on the 4th of September, this pan-European initiative is set to reach millions across the UK, Republic of Ireland, and the continent. The campaign ingeniously repurposes the catchy chorus of the early internet viral sensation, the Numa Numa song, to promote Yakult’s gut-friendly bacteria.
A Jingle with a Health Message
The highlight of the campaign is the creative adaptation of the Numa Numa song. The familiar lyrics ‘Ma-i-a hi, Ma-i-a hu, Ma-i-a ho, Ma-i-a ha-ha’ are transformed into ‘My Yakult, My Yakult, My Yakult, friendly bacteria’. This lyrical twist is designed not just to catch the ear but also to underscore the health benefits of Yakult’s friendly bacteria, emphasizing the significant impact of the small daily drink.
Use of AI in the approach
There are been a series of viral video’s circulating around Tik Tok which depicts famous charatcters and celebrities singing to the tune.
A 360-Degree Marketing Approach
Yakult’s campaign is a comprehensive marketing endeavour. It spans various platforms, including television and radio advertisements, out-of-home (OOH) advertising, extensive social media engagement, and PR activities. Additionally, the campaign extends to in-store and shopper marketing strategies, ensuring a broad and impactful reach.
Personalized Creative Touches
At the heart of the campaign’s visual and auditory elements are consumers themselves, seen enjoying a bottle of Yakult and bursting into the catchy ‘My Yakult’ tune. The campaign will be tailored to showcase each of Yakult’s three key products: Yakult Original, Yakult Balance, and Yakult Plus, thereby catering to a diverse consumer base.
A Word from the Management
Hiroaki Yoshimura, the Managing Director for Yakult UK & Ireland, expressed the importance of the campaign in the context of the growing public interest in gut health. “It’s crucial we continue to raise awareness about the scientifically proven benefits of our friendly bacteria, especially as it reaches the gut alive and aids in increasing the bacteria in the gut,” said Yoshimura. By leveraging a universally recognized and beloved song, the ‘My Yakult’ campaign aims to embed the product’s benefits in public memory, much like the enduring appeal of the Numa Numa song itself.
The Fusion of Nostalgia and Health Awareness
With ‘My Yakult’, the company not only aims to educate and inform about gut health but also to tap into the power of nostalgia, making its health message both memorable and enjoyable. As the campaign rolls out, it promises to be a harmonious blend of entertainment, education, and wellness promotion, reaching households and consumers across Europe.
