Yakult U.S.A. launches ‘Love Your Insides’ campaign.

Yakult U.S.A. Inc. unveils its new “Love Your Insides.” campaign for its signature probiotic drink, Yakult, which sells in major retailers primarily on the West Coast. It 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. 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.

“As a company, one of our key missions is to help improve people’s health by educating them about the benefits of probiotics,” says Mr. Teruo Tabuchi, executive vice president and COO of Yakult U.S.A. “We think that this campaign relays our message in a new, impactful way that we hope will make everybody smile.”