How do you release the genie from the bottle?

Yakult was the first probiotic yoghurt drink maker to enter the German market, but its first mover advantage was hampered by an overly scientific message and the deep pockets of its media spending rivals.

Explaining how friendly bacteria can improve digestive health is difficult enough. We analysed the brand performance within its market and concluded that it needed to blend the functional, emotional and magical to restore some of its mystical personality and re-connect it with its Japanese roots.

Unleashing the genie from the little pink bottle helped Yakult sales grow 15% in the first year and 30% in the next.

prev next