Yakult are a brand with an amazing story of purpose and since 1935 have been selling their drinks packed full of good bacteria. In many ways Yakult is the original purpose brand. The brand problem was that most of the audience were unaware of the brands greater heritage and story. 

Our job was three fold:

1) Start to tell the bigger story of the brand in terms of heritage and the positive affect the drink still has on guts.

2) Navigate the extremely tough legal regulations in terms of any health claims

3) For the first time work with the Client in a Pan-European way and make sure the creative works in every market. 

The Solution

We came up with a new big idea that can be flexed across the many stories for good Yakult needs to tell.  “A little bottle on a mission”. 

The idea of “being on a mission” underlines the brand’s intent without making a specific health claim. The big idea is also incredibly flexible as it can sit before almost any story Yakult want to tell. 

The creative execution reflects the genuine joy and optimism Yakult gives by helping people maintain optimum health and all the positive benefits and emotions that follow.