Yakult should find its role as an intelligent elixir, which provides inner power and focus  on the Japanese soul of the brand.

Market Situation / Problem
Although Yakult was the pioneer in the growing category of probiotic beverages, the brand was confronted with immense media budgets from the competition.  There was the danger of becoming a niche player.  Differentiation via product features was difficult and the willingness of consumers to learn everything about the brand and its way of working was limited too.

Our Approach / The Solution
We identified the key drivers of Yakult.  Together with the client, we’ve developed a new hierarchy of functional features and emotional benefits.  We’ve recommended to focus on the Japanese soul of the brand.  Yakult should find its role as an intelligent elixir, which provides inner power.  The long history of the brand and its mythical personality underlined this relevant emotional promise successfully.

Result
The usage frequency increased strongly;  the brand grew by 15%.  Other countries are keen to learn more about the German strategy.  The retailers want to get new products and line extensions from Yakult.