Yakult revises formula for first time in 52 years, enlists Ansonbean and Ashley Lin for ad

As customers are pursuing a healthier lifestyle, some food and beverage manufacturers are rolling out more options to meet their needs. Yakult Hong Kong has launched a campaign in line with healthy living, promoting its drinks with reduced sweetness through a series of videos as well as events and offline touchpoints.  

Titled "Less sweet much stronger", the campaign aims to share the new formula of both Yakult original and Yakult LT which are made to cater to the public's pursuit of a healthier lifestyle. Yakult Hong Kong said this is the first time the brand has revised the product formula in its 52 years for the first time. Currently, the brand's primary customer segment is families with children with parents aged over 35. Through this campaign, the company hopes to expand the consumer base and attract younger customers who want to control sugar intake. 

The campaign, running from August to October, consists of a video series Little Sweet Yakult with three episodes, featuring a humourous and interesting love story between artistes Ansonbean and Ashley Lin. The episodes hope to deliver the message that Yakult’s new formula with less sugar and sweetness can help customers become healthier and stronger. 

Hong Kong Yakult has also rolled out online ads and posts across social media platforms. Other touchpoints of the campaign include bus bodies, bus shelters, MTR stations, and the annual Food Expo. 

The company added that the touchpoints of the campaign can easily reach out to the younger audience, delivering its well known message that with 10 billion lactobacilli, Yakult’s product, including the latest Yakult original and Yakult LT with the new formula, can help improve the gut's health.

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