'Unlike other nutri-grade D cultured milk', says Vitagen in latest competitor jab

When it comes to probiotic drinks in Singapore, you are either team Vitagen or team Yakult and clearly Vitagen understands that with its new, cheeky marketing campaign. In its campaign, which was posted to its social media platforms, Vitagen said that they have a nutri-grade rating of B while its unnamed competitor had a D nutri-grade rating and was banned from revealing its nutri-grade label.

While the competitor is blurred out in the post, it is said to be referring to Vitagen's competitor Yakult. In its post, Vitagen wrote, "Unlike other Nutri-Grade D cultured milk, Vitagen Less Sugar contains 8x less white sugar and no added intense sweeteners. Vitagen Less Sugar can be sold in schools because it is the naturally healthier choice for everyone."

As part of its campaign, Vitagen also released a video on its social media channels promoting its drink against another unnamed brand. The video shows a man in a lab coat attempting to promote a cultured milk drink but being bleeped out. A Vitagen spokesperson then steps in to say that unlike its competitor, Vitagen can advertise its drink because it is a healthier choice. 

The new nutri-grade label is an initiative by the Ministry of Health (MOH) to encourage Singaporeans to make healthier choices. All soft drinks, fruit juices and juice drinks, milk and yogurt drinks, and instant powdered beverages are now required to clearly state their grades which range from A to D. D is the unhealthiest and drinks with this rating are largely banned from advertising on media platforms.

Don't miss: VITAGEN appoints TGH Collective for social duties

Unfortunately, Vitagen's attempts at competitive advertising did not do so well according to netizens who called out the brand for not tasting good and for its jab at Yakult which is well-loved.

MARKETING-INTERACTIVE has reached out to Vitagen and Yakult for a statement. 

Related articles:
Yakult revises formula for first time in 52 years, enlists Ansonbean and Ashley Lin for ad
Yakult SG PR team doubles up as tour guides for factory tours to public
Yakult HK employs child influencer Lucy Lee to spread positive vibes