Slogan Doctor: Yakult: listen to your gut

Yakult's slogan, introduced in 2009 in a campaign from Euro RSCG, taps into the ancient idea that your bowels are the seat of wisdom.

by John Morrish
Last Updated: 09 Oct 2013

The TV ads show people listening to a flow of advice coming from their inner organs and ignoring it, with embarrassing results. The idea is that by paying attention to your innards you can monitor your state of health. And once you've listened to your gut you will want to do the right thing, which is downing a fermented dairy drink from Japan. It is interesting that in the US Yakult opted for a more mealy-mouthed tagline: 'Love your insides.' We are made of sterner stuff. The slogan flirts with bad taste - no one wants a gut that actually makes noises - but it's specific to the product and appeals strongly to the 'worried well' Yakult is targeting.

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