Yakult HK employs child influencer Lucy Lee to spread positive vibes

Yakult Hong Kong has launched an advertising campaign titled "Share health and stay stronger" in hopes of encouraging more people to drink its Yakult products, as well as cheer up the Hong Kong people. 

As part of the campaign, a 30 second video starring social media influencer Lucy Lee was released, garnering 1,170,591 views on Yakult Hong Kong's YouTube channel at the point of writing. Titled "益力多健康特派元", the short ad features Lee as a delivery driver delivering health and happiness to the Hong Kong people by sending them a Yakult. For instance, she manages to help a patron who was seemingly stressed out about the utensils' cleanliness, and the restaurant's general hygiene, calm down with just a bottle of Yakult. In another scene, Lee advises a man who was eating takeaway food to start drinking Yakult, which she claimed was healthier and more beneficial for his health. The video then ends with Lee gulping down a Yakult herself, before introducing the benefits of the brand's beverages. 

According to the brand, besides cheering up Hong Kongers, Yakult seeks to illustrate the benefits of one of its products, the Lactobacillus casei Strain Shirota (活性乳酸菌代田株). The beverage is touted to help the growth of good bacteria in intestines and improving intestinal health, as shown by the different scenarios demonstrated in the short ad, it said. By spotlighting the benefits of its products, the brand hopes to instill the habit of drinking Yakult regularly in people, and improve the immune system of Hong Kongers.  Additionally, in a bid to enhance engagement with customers, Yakult also created a series, "Lucy Health", to share more about Lactobacillus casei Strain Shirota on its Facebook page. 

The creative concept of the campaign came from the negative vibe that the brand sensed in Hong Kong due to the COVID-19 pandemic, in particular the past several months. As such, with the launch of its campaign, it hopes to brighten up the lives of Hong Kongers, and cheer them up during trying times. 

The "Share health and stay stronger" campaign, which is set to run from May to July, will run on media platforms including TVC, OOH such as outdoor TV, bus body and shelter, as well as digital and social. According to Yakult, it worked with creative agency Hakuhodo Hong Kong for the campaign, as well as production house Glance, and photography firm Studio Incline. 

In line with healthy living, Yakult Hong Kong also launched a campaign last year to promote its drinks with reduced sweetness. This was done through a series of videos, as well as events and offline touchpoints. Titled "Less sweet much stronger", the campaign aimed to share the new formula of both Yakult original and Yakult LT which were tailored to the public's pursuit of a healthier lifestyle. According to Yakult Hong Kong, this was the first time the brand had revised the product formula in its 52 years for the first time. Additionally, the campaign consisted of a video series Little Sweet Yakult with three episodes, featuring a humourous and interesting love story between artistes Ansonbean and Ashley Lin. Yakult sought to deliver the  message that Yakult’s new formula with less sugar and sweetness can help customers become healthier and stronger. 

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