Whilst competitors focus on lifestyle, we were the only brand that had a science claim that passed new EU laws, so to cement this idea of being the 'science' one we created a campaign that sent up bullshit wellness messages in a humorous way.
And no, there really is no such thing as a mystical Yakult tree.
I know, it's disappointing.
Also, idents are boring. If you have to see something every day, ad nauseam, wouldn't it be great if it actually taught you something? Yakult wanted people to know about its Japanese roots, so we devised idents that taught Japanese. Neat.