Rather than being recognized simply as yogurt, the name “Yakult,” along with the iconic image of the “Yakult Lady” in her distinctive uniform built over more than 40 years, has long stood as a symbol of comfort and trust.
However, in the U.S. market, except for Korean residents with prior living experience in Korea or frequent H Mart shoppers, both the symbolic identity of the brand and awareness of the product were virtually nonexistent.
For this reason, rather than focusing solely on “sales growth,” the strategy prioritized “user experience” as a way to strategically preempt the category market.
The campaign is leveraging a strategy that revives this familiar symbolism to stimulate nostalgia among Korean consumers.
To create an integrated user experience journey, the marketing was centered around experiential touchpoints where SNS, influencer live sessions, and community GDN advertising directly connected to in-store promotional events.
