A little bottle of science. Not Magic
Whilst other yogart based products focus on lifestyle, we focused on the make believe origins of this probiotic drink.
We played on it's Japanise roots for the look and feel of the campaign.
Yakult was in fact invited by a scientist Dr Minoru Shirota in 1935, and the only probiotic drink to be scientifically proven to reach your gut alive. Other yogurt drinks are loads of fluff.
So it really is a tiny little bottle of science.
This campaign ran, and is still running across Europe.
Expanding the campaign, we used the usually really annoying repetition of idents to our advantage, and taught the nation Japanese every morning.