Yakult U.S.A. Inc. is part of Yakult Honsha Co., Ltd, based in Japan. The company produces a range of consumer, cosmetic and pharmaceutical products. It's main brand is a probiotic beverage created in Japan in 1935 named Yakult.
Yakult, which sells in major retailers primarily on the West Coast, will kick off this week in 29 major designated marketing areas with a TV spot called "True Love" and will air in both English and Spanish. Both versions of the commercials are formatted as 30 and 15 second spots and will be supported by a mix of radio (Hispanic only), online, print collateral and redesign of yakultusa.com website.
Official sales territories include California, Nevada, Arizona, Texas, Colorado and New Mexico, though smaller specialty grocers carry the product across the country and in Canada.
The campaign, which is the brainchild of El Segundo, CA-based Siltanen & Partners Agency (S&P), will introduce consumers to a lovable new brand icon in the form of a cuddly digestive system. S&P was chosen earlier this year to help build greater brand awareness and teach consumers about the benefits of probiotics and a healthy digestive system in its current markets. It is a full-service advertising and idea known for creating famous, iconographic advertising.