| Title | A Little Bottle of Science (not magic) |
| Agency | Quiet Storm |
| Campaign | A Little Bottle of Science (not magic) |
| Advertiser | Yakult |
| Brand | Yakult |
| Date of First Broadcast/Publication | 2018 / 9 |
| Business Sector | Milk & Milk Based |
| Philosophy | Following the commercial success of Yakult’s 2016 TTL campaign, ‘Science not Magic’, the Japanese fermented milk drink brand is back with the next epic instalment. The 30” TVC opens on a mystical place of wonder located on a floating island paradise, as a circle of devoted followers are met by a red-dressed heroine holding an ancient, over-sized bottle of Yakult. The numerous magical rituals that are purported to create Yakult are described by a first voiceover; from an ‘ancient shuffle’ to a ‘mystical hand swirl’, they supposedly all help to awaken the spirits of the beautiful gut. The actions stir up a magical whirlwind which, before reaching full momentum, is frozen by a second straight-talking voiceover which imparts that Yakult isn’t the result of a magical ritual but is actually developed by Japanese scientists. The revelation pulls the rug on the mystical tale and the whirlwind disappears. A hand illustrated end frame animates on screen to show the iconic Yakult bottle and the super ‘A Little Bottle of Science (not Magic)’; the traditional painted style linking to the wider print, social and digital creative, also launching in September. The 360° campaign, supported by TV, Print, Social, Outdoor and Radio, was created by Quiet Storm and continues to dispel myths surrounding Yakult’s creation, reinforcing in the narrative that Yakult is ‘A Little Bottle of Science (not magic)’. As consumers are becoming increasingly educated about the products they are loyal to and include in their daily routines, the need to communicate Yakult’s unique live bacteria and the amazing amount of science behind the little bottle has been of central importance to inform purchase decisions. The distinctive ‘epic’ feel of the creative has allowed for better cut through and enabled Yakult to extend their Japanese heritage and scientific credentials by making science relevant, engaging and fun. The new campaign will help further build upon Yakult’s science-based offering, boosting confidence in the minds of consumers In a competitive category, Yakult enjoyed an overall sales increase in 2017; with the previous Science Not Magic campaign helping to grow brand awareness and reach, through a broader range of channels, which helped to drive new customers to the brand. The campaign will run across TV, online, print, digital and radio across the UK and Ireland from September 3rd. |
| Media Type | Television |
| Length | |
| Market | Japan, Ireland |
| Post Production | Coffee & TV |
| Creative Director | Matthew Mifsud |
| Creative Director | Laurence Quinn |
| Planner | Jon Howard |
| Art Director | Matthew Mifsud |
| Copywriter | Laurence Quinn |
| Account Director | Miles McWilliam |
| Agency Producer | Elin Tiberg |
| Director/ Production Co | Tim Brown |
| Producer | Elin Tiberg |
| Editor | David Owen |
| Sound Design | Wave |
| Director of Photography (DOP) | Mark Patten |
| Media planning/buying | Hearts & Science |
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