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Yakult celebrates 80th anniversary with on-pack ‘Culture Pass’ promotion

Yakult celebrates 80th anniversary with on-pack ‘Culture Pass’ promotion

Posted by phemmie.wilkinson | 04 September

Yakult is celebrating 80 years of bringing culture to its customers by rewarding them with a 6-month ‘Culture Pass,’ in conjunction with leading promotional marketing agency, TLC Marketing UK.

Yakult is offering customers an exclusive opportunity to claim a 2 for 1 Culture Pass to over 350 cultural, educational and historical venues across the UK as part of its 80th anniversary celebrations.  

TLC Marketing UK is responsible for delivering various aspects of the campaign including the creative, which will feature as part of in store POS, trade and consumer press adverts (offline and online), as well as on-pack stickers and outdoor media creatives, plus a full digital campaign including campaign microsite, digital banners and digital 6-sheets. The campaign is also supported by PR activity, the Yakult website, and a TV advert.

Martin Covill, group account director at TLC Marketing, says: "Yakult wanted a strong on-pack reward which not only drives frequency of purchase but also daily consumption of Yakult.  The Culture Pass seemed to be the best-matched reward to meet these objectives and appeal to Yakult’s core customer base.  This has been a truly collaborative project and we’re really excited to see its results; we’re sure it will be the first of many campaigns together."

Reshma Patel, marketing manager at Yakult, says:  "Yakult’s 80th anniversary seemed the perfect opportunity to reward our drinkers with the Yakult Culture Pass and additionally encourage purchase. We wanted to deliver a campaign which was truly integrated to amplify our activity by covering key customer touchpoints with an engaging message and reward. Additionally, the Culture Pass days out will encourage learning and expand horizons, which fits perfectly with the Yakult brand.”

The promotion will run on 2.4 million packs in all major and independent retailers in store and online. Consumers who purchase two promotional seven packs will be able to claim the e-pass, enabling them to print or download as many 2 for 1 entry vouchers as they like for six months, from a dedicated campaign website.

For more information about the campaign please contact Martin Covill by email or on 020 7725 6052.