The Challenge
Encouraging Singaporeans to see Yakult Gold as the ideal probiotic drink
Yakult has been a childhood favourite for many, but finding the right balance between indulgence and health isn’t easy as we become more sugar-conscious. Singaporeans are concerned about Yakult’s sugar content and are often sceptical about its health benefits, typically consuming it occasionally rather than making it a regular part of their lifestyle. But Yakult’s health claims are not unfounded—its unique L.paracasei strain Shirota probiotic is scientifically proven to increase beneficial bacteria in the gut and support digestion.
We now have a new product line that’s a game-changer: Yakult Gold, which maintains the same delicious taste but with reduced sugar and is enriched with Vitamin D. How can we effectively convince health-conscious Singaporeans that Yakult Gold is the perfect balance of indulgence and wellness?
Solution
Rapping our way to the audience’s heart and gut
In a world where healthier choices often seem less tasty, we want consumers to know that Yakult Gold breaks this mould. Our big idea, “Yakult Gold, Stay Gold”, aims to evoke the positive emotions associated with drinking Yakult—whether it’s the guilt-free satisfaction or the joy of feeling healthy.
To capture this feel-good spirit, we’ve created a rap anthem that promotes Yakult Gold’s benefits in a fun and catchy way! The lyrics highlight the presence of 10 billion L.paracasei strain Shirota bacteria and reduced sugar, set to an upbeat hip-hop tune that emphasises the attitude of feeling healthy and at one’s best. By aligning with the campaign’s key message, the catchphrase “Stay Gold” maintains a youthful tone that resonates with our target audience while reinforcing the idea of staying true to one’s health goals through this probiotic-rich drink.
"Yakult Gold, Stay Gold" redefines the notion of sacrificing taste for health. With lower sugar and the same delicious flavour, Yakult Gold is the ideal choice for supporting digestive health and embracing a golden era of wellness.
Result
233+ thousand
Impressions
106+ thousand
Video views
45.62%
View-through rate (VTR) on Youtube