Brand: Yakult
Sector: FMCG / Health Drink
Context:
Yakult continued its education-led marketing with a celebrity campaign emphasizing daily gut health
Objective:
Boost awareness and habitual consumption by presenting Yakult as a trusted daily probiotic
Execution:
-TVC starring Taapsee Pannu
-OTT + YouTube integration
-Retail POS and digital banners around “Gut Expert” theme
What Worked:
-Simple, scientific message
-Celebrity trust and mass appeal
-Strong integration across channels
Weaknesses:
-Too TV-led — limited regional/local versions
-Missed deeper educational content
Key Takeaway:
Pairing celebrity credibility with ongoing education sustains health-category trust