Health and happiness through excellence in life sciences
Yakult was first introduced to Singaporeans in 1979, and has been a household name for digestive health since then.
In recent decades, similar brands soon came into play and diluted Yakult’s share of the market. This included losing their original brand colour to a prominent competitor, successfully confusing customers with two very similar brands with very little understanding of any difference other than taste and price.
- PACKAGING STRATEGY
- PACKAGING DESIGN
- PRINT COLLATERALS
WHO THEY ARE
Yakult has been the incumbent probiotics cultured milk drink in the market for decades. Their philosophy of contributing to the health and happiness of people around the world through pursuit of excellence in life sciences resonated with Singaporeans, and their cultured milk was a beverage to look forward to enjoying.
DESIGN
Together with clearer communication of the brand’s key selling points – their global presence and exclusive probiotic strain – the new packaging design gave them a competitive edge in the market.
Since the packaging refresh, sales numbers increased due to better visibility of the product on the shelves.
THE VISION
Re-establishing Yakult as the incumbent probiotics cultured milk drink as well as communicate its competitive advantage from its longstanding research and experience in the field.
