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New Yakult Ad Campaign Features “Cuddly Digestive System” Brand Icon

August 18, 2010: 07:35 PM EST
Yakult U.S.A. has launched a new advertising campaign for its flagship Yakult probiotic drink that will use English and Spanish TV spots, as well as radio and print ads and a redesigned Web site to build better brand awareness and teach consumers about the benefits of probiotics. The theme of the new campaign is “Love Your Insides,” and features “a lovable new brand icon in the form of a cuddly digestive system.” Yakult, which was launched in Japan in 1935, is sold in the U.S. mainly in food retailers on the West Coast and in the Southwest. According to the company, Americans are aware of probiotics, but don’t really know about the digestive health benefits. The Calif.-based Siltanen & Partners Agency developed the new campaign.
"Yakult U.S.A. Launches 'Love Your Insides' Campaign ", PRNewswire, August 18, 2010, © PRNewswire
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