The message of the above commercial is 天天喝养乐多 (or in pinyin ‘Tiāntiān hē yǎng lè duō’) which in English translates to ‘Drink Yakult Every Day‘.
For those of you who don’t know, Yakult is a probiotic drink and just to educate you ‘probiotic‘ refers to ‘live microorganisms which when administered in adequate amounts confer a health benefit on the host’. hmm.
Yakult is actually originally from Japan and the Japanese call it ヤクルト pronounced in English as ‘Yakuruto’. The Chinese on the other hand call the drink, ‘Yì duō‘ (益多).
Anyway back to the marketing campaign. As well as the TV advert, Yakult has been promoting its product across China in a variety of ways. Including subway advertising to print ads which are shown below:
The Yakult brand is further becoming an extremely popular amongst urban Chinese citizens. Before I finish I thought it would make an interesting comparison to see the Chinese commercial against the current UK / USA TV ads:
Despite their current differences it wasn’t too long ago when the British Yakult ads were along the lines of China’s current commercials.
Credit to: M&C Saatchi (Shanghai Branch)